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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch
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Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined; . |