The media handbook : a complete guide to advertising media selection, planning, research, and buying /
Katz, Helen E.,author.
Includes bibliographical references and index.
Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead.
Advertising media planning.
Mass media and business.
Marketing channels.