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The media handbook : a complete guide to advertising media selection, planning, research, and buying /

Katz, Helen E.

The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 4th edition. - xii, 212 p. : ill. ;

Includes bibliographical references and index.

Includes bibliographical references and index.

ISBN: 9780415873536 0415873533 9780415873543 0415873541 9780203864555 0203864557

Subjects--Topical Terms:
Advertising media planning.
Mass media and business.
Marketing channels.

LC Class. No.: HF5826.5 KAT 2010

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The media handbook : a complete guide to advertising media selection, planning, research, and buying /