Principles of Media Planning

Barbara Langbecker and Enza V. Chiodi

This paper covers the basics of formulating a campaign, from setting targets to selecting the media mix and frequency.

Agency models & structures

Principles of Media Planning

Barbara Langbecker and Enza V. ChiodiCreative Media PHD

At some point in the marketing process, the work has to change from research and strategizing to actually going out and promoting a product or service to potential customers....

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