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The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical

The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acc

Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and