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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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- PublisherRoutledge
- Publication date2011
- ISBN 10 0765626365
- ISBN 13 9780765626363
- BindingPaperback
- Edition number3
- Number of pages304
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