Subject Index

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Main Index Categories
Media Planning & Buying (1991)
Media planning (1559)

Adstock (31) Basic principles (22) Budgets, costs (18) Channel planning (31) Continuity burst, flighting (21) Coverage, reach (38) Editorial environment (11) Frequency, recency (49) History, status, future (20) Individual media (665) Interactive media (60) International, specific countries (18) Measurement, effectiveness (23) Media behaviour (24) Media mix, multi-media, media neutral (427) Media planning models, theory (8) Media selection, choice (35) Media values, costs, CPM (4) New media, new technologies (10) Recency planning, theory (13) Response functions (9) Single-source (22)