TY  - BOOK
AU  - Katz, Helen.
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying.
SN  - 9780415856720
AV  - HF5826.5.K38(5e) 
PY  - 2014///
CY  - New York
PB  - Routledge
N1  - Includes bibliographical references and index; 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
ER  -