The proliferation of media options has created increasing complexities for media planners, but useful distinctions can still

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The proliferation of media options has created increasing complexities for media planners, but useful distinctions can still be made concerning the relative standing of the different choices available to advertisers. What advertising and brand promotion options dominate the "big pie" of total promotion options? Who is doing the most ad spending?
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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