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

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

Katz, Helen E. - 2003 - 2nd ed

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,...