The media handbook: a complete guide  to advertising media selection, planning, research, and buying / 
Helen Katz. 
 - 6th ed. 
 - New York :  Routledge,  2017. 
 - xv, 225 p. :  ill. ;  23 cm. 
<br/><br/> Includes 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, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan. 
<br/><br/><label>ISBN: </label>9781133868915 
<br/><br/><label>LC Class. No.: </label>HF5826.5.K38(6e)