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birdseye birdseye
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6 years ago
Discuss radio as a media option, listing three disadvantages.  How can they be overcome?
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Integrated Marketing Communications: Strategic Planning Perspectives

Integrated Marketing Communications: Strategic Planning Perspectives


Edition: 5th
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6 years ago
Advantages: target selectivity, frequency, cost, flexibility.  Disadvantages: audience fragmentation, message retention.  Explanations as to overcoming the disadvantages of radio will vary from changing media choices to utilizing new technologies like Internet radio, satellite radio, and podcasts.
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