Advanced Media Planning /

Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media,...

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Bibliographic Details

Main Author:	Rossiter, John R.
Corporate Author:	SpringerLink (Online service)
Other Authors:	Danaher, Peter J.
Format:	eBook
Language:	English
Published:	Boston, MA : Springer US, 1998.
Subjects:	Economics. Marketing. Electronic books.
Online Access:	Connect to the full text of this electronic book