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Call number : 125.46-ROSSI
SOMMAIRE
Preface.
1. Media Strategy: An Introduction.
2. Reach Patterns.
3. Effective Frequency.
4. Carryover and Other Frequency Decisions.
5. Media Selection.
6. Media Data, Duplications, and Strategic Rules.
7. Implementing and Optimizing the Media Schedule.
Appendix:
Manual for Media Mania.
References.
Index.
MEDIA PLAN ; ADVERTISING BUDGET ; ADVERTISING ; MEDIA ; RADIO ; TELEVISION SECTOR
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