Katz, Helen. <br/><br/>
The media handbook: a complete guide to advertising media selection, planning, research, and buying. / 
Helen Katz. 
 - 5th ed. 
 - New York:  Routledge,  2014. 
 - xii, 232 p. :  23 cm. 
<br/><br/> Includes bibliographical references and index. 
<br/><br/>Contents: What is media? -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: owned -- Exploring the media, part 3: earned -- Terms, calculations, considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan. 
<br/><br/><label>ISBN: </label>9780415856720 9780415856713 
<br/><br/><label>LCCN: </label>2013028080 
<br/><br/><label>LC Class. No.: </label>HF5826.5.K38(5e)