The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Paperback

by Helen Katz (Author)

Now in its 9^th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Author Biography

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.