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Advanced Media Planning

Overview of attention for book
Cover of 'Advanced Media Planning'

Table of Contents

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    Book Overview
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    Chapter 1 Media Strategy: An Introduction
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    Chapter 2 Reach Patterns
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    Chapter 3 Effective Frequency
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    Chapter 4 Carryover and other Frequency Decisions
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    Chapter 5 Media Selection
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    Chapter 6 Media Data, Duplications, and Strategic Rules
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    Chapter 7 Implementing and Optimizing the Media Schedule
Attention for Chapter 1: Media Strategy: An Introduction
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