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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

By Helen Katz
Paperback
$84.99
By Helen Katz
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The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how pe...

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