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The media planner must know the capacity of the major advertising media types to deliver reach, frequency, and impact. Media planners make their choices by considering four variables. List these variables and briefly explain them.
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Marketing Management
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These variables are: (1) target audience media habits—radio and television are the most effective media for reaching teenagers; (2) product characteristics—media types have different potential for demonstration, visualization, explanation, believability, and color; (3) message characteristics—timeliness and information content will influence media choice; and (4) cost—television is very expensive, whereas newspaper advertising is relatively inexpensive. What counts is the cost per thousand exposures.
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