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Advertising Media Planning: A Brand Management Approach

Kelley, Larry D.,
ISBN/EAN 9780765626363
Druk 3
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
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