Media Handbook : A Complete Guide To Advertising Media Selection Planning Research And Buying, 6Th Edn
by Helen Katz
Media Handbook is a comprehensive guide to the essential stages of advertising media work, from selection and research to planning and buying. The sixth edition provides a structured reference for readers studying or working with media strategy, advertising decisions, and the broader media marketplace.
About This Book
Media Handbook presents a guide to advertising media selection, planning, research, and buying.
The book addresses the main areas involved in choosing and managing advertising media.
Its coverage is organized around the relationship between media research, planning decisions, and purchasing.
This sixth edition is intended as a reference for understanding advertising media practices and terminology.
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