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The perfect mediaplanning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.This book presents media dynamicsdefinitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan developmenthow a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed. Thoroughly discusses the major media forms including Interactive and OutofHome. Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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