TY  - BOOK
AU  - Katz,Helen E.
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying 
T2  - Routledge Communication Series
SN  - 9780415856713 (pbk.)
AV  - HF5826.5 .K38 2014
U1  - 659 23
PY  - 2014///
CY  - New York
PB  - Routledge
KW  - Advertising media planning
KW  - Mass media and business
KW  - Marketing channels
N1  - Includes bibliographical references and index; Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead
ER  -