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mdagenh1 mdagenh1
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5 years ago
The media planner needs to know the capacity of the major advertising media types to deliver reach, frequency, and impact. Media planners make their choices by considering what variables?
Textbook 
Marketing Management

Marketing Management


Edition: 13th
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5 years ago
The variables are: (1) target audience media habits, (2) product characteristics, (3) message characteristics, and (4) costs.
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