Chapter 7 Local Media Planning
 
EVEN AS THE MEDIA UNIVERSE EVOLVES and expands, it is still fairly stable on the local level. Dynamic, but relatively stable.

YOUR MARKET EVERY MARKET contains a dynamic combination of media choices. They compete with each other. They reinforce each other. They can work individually or in combination. Let's see how marketers and media work together.

       
   
   
   
     
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