One well known media planner has noted that media buying is a combination of art and science

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One well known media planner has noted that media buying is a combination of art and science with a definite bias toward art. Explain what this means and give examples of circumstances or situations in which this might be the case.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0078028977

10th Edition

Authors: George Belch, Michael Belch

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Question Posted: Jan 14, 2015 09:42 AM

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One well known media planner has noted that media buying is a combination of art and science

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Marketers have a wealth of information available to them for their use in media planning Besides tho...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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