Media planning: Basic principles

 

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Classic paper - a key, timeless read
1.
Client-agency perspectives of information needs for media planning
Deanna Cowan and Russell Abratt, Journal of Advertising Research, Vol. 39, No. 6, November/December 1999
While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study ...

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