The Media Handbook (Electronic book text)


Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control, and communication accountability.

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Product Description

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control, and communication accountability.

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Product Details

General

Imprint

Lawrence Erlbaum Assoc

Country of origin

United States

Release date

November 2006

Availability

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Authors

Editors

Format

Electronic book text

ISBN-13

978-6612170072

Barcode

9786612170072

Categories

LSN

6612170077



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