Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Edición de la obra The Media Handbook
| Autor | Helen Katz |
|---|---|
| Editorial | Taylor & Francis Group |
| Fecha de publicación | 2019 |
| Idioma | inglés |
| ISBN-13 | 9780429785634 |
| Número de Cutter | K19m |
Provides a practical introduction to the 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 edition incorporates three topics - consolidation, consumer control, and communication accountability.