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  • The Media Handbookby Helen Katz

    Taylor and Francis 2013; US$ 27.50

    The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the... more...

  • The Media Handbookby Helen Katz

    Taylor and Francis 2006; US$ 39.95

    The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics?consolidation, consumer control, and communication... more...

  • The Media Handbookby Helen Katz

    Taylor and Francis 2010; US$ 42.95

    The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author... more...

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