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birdseye birdseye
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6 years ago
List the various factors that influence media strategy.
Textbook 
Integrated Marketing Communications: Strategic Planning Perspectives

Integrated Marketing Communications: Strategic Planning Perspectives


Edition: 5th
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6 years ago
Target market profile (three basic strategies: shotgun, profile matching, rifle); nature of the message (print media makes more sense for factual, informative appeals, television makes more sense for emotional appeals); geographic market priorities, timing, reach/frequency/continuity, and engagement.  Examples will vary.
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