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| Author: | |
| Title: | How to plan campaigns |
| Journal: | Admap
2004 : VOL. 39:9, p. 85 |
| Index terms: | Advertising Budget Communication Interaction Sponsorship |
| Language: | eng |
| Abstract: | The article is a pretext for a series of articles concerning mediaplanning and marketing campaigns. It discusses the changing role of marketing communications and what kind of opportunities it has nowadays. It also introduces issues like sponsorship, interactive media and sub-media evaluations. |
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