Media planning: International, specific countries

 

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Classic paper - a key, timeless read
1.
Media planning processes. It's a small world after all - or is it?
Jayne Zenaty Spittler, ESOMAR, Managing Media Data, Rome, November 1996
As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

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