Chapter 8 "Niche" & New Planning Approaches
  BY NOW, YOU'VE LEARNED about media planning terminologies and techniques and various media vehicles. We've looked at media on a national, regional, and local market basis.

Niche media markets do not really differ in the way a planner must work. They employ the same basic techniques and parameters. The difference lies in the more refined (some say complicated) target market definition.

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