Katz, Helen E. - 2003 - 2nd ed
Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to … Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media … Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the …