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Advertising media planning / Jack Zanville Sissors, Roger B. Baron. New York : McGraw-Hill, 20101 online resource (xiv, 480 p.) : ill., map ; 29 cm.Provides insight into the construction of media plans that most effectively achieve marketing objectives. This seventh edition retains all the critical information you need to know about traditional media - including TV, radio, and print - while exploring the media forms, illustrated with major advertiser case histories.
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