Question: Topic 2: Media Planning The media plan is a written document that summarizes the objectives and strategies for how the media budgets will be spent.

Topic 2: Media Planning

The media plan is a written document that summarizes the objectives and strategies for how the media budgets will be spent. The media plan should present the most effective and efficient ways to deliver promotional messages to the target audiences.

1. From your eText, list the four basic steps in media planning (page 124).

2. Which step do you believe to be the most difficult? (Consider your product selection for the course.) Explain why.

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