Katz, Helen E.
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 2nd ed. - Mahwah, N.J. : Lawrence Erlbaum, 2003. - xix, 185 p. : ill. ; 24 cm. - LEA's communication series .
Includes bibliographical references (p. 177-180) and index.
0805842675 (c : alk. paper) 0805842683 (pbk. : alk. paper)
2002035398
Advertising media planning.
Mass media and business.
Marketing channels.
HF5826.5 / .K38 2003
659
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 2nd ed. - Mahwah, N.J. : Lawrence Erlbaum, 2003. - xix, 185 p. : ill. ; 24 cm. - LEA's communication series .
Includes bibliographical references (p. 177-180) and index.
0805842675 (c : alk. paper) 0805842683 (pbk. : alk. paper)
2002035398
Advertising media planning.
Mass media and business.
Marketing channels.
HF5826.5 / .K38 2003
659