As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a
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As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a limited budget. Explain what this means. Under which circumstances would a planner wish to emphasize reach? Frequency?
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Related Book For
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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