TY  - BOOK
TI  - The media handbook: a complete guide  to advertising media selection, planning, research, and buying
SN  - 9781133868915
AV  - HF5826.5.K38(6e) 
PY  - 2017///
CY  - New York
PB  - Routledge
N1  - Includes 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, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan
ER  -