| Summary: | A textbook that introduces advertising media planning, for advertising students as well as for use in advertising agencies and corporate marketing departments. It emphasizes consumer media rather than industrial media, and national advertising planning rather than local planning. This revised edition describes changes that have occurred in the advertising industry and their effects on media and media planning; discusses new ideas in targeting consumers; and explains integrated marketing communications and how it may affect media planning. Annotation copyright by Book News, Inc., Portland, OR
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