How to make the right decisions

The objective of this chapter is to show how communications media help advertisers achieve marketing and advertising objectives. To get their messages to the right people in the right place at the right time, media planners follow the same procedures as marketing and advertising planners: setting objectives, formulating strategies, and devising tactics. To make sound decisions, media planners today must possess marketing savvy, analytical skill, and creativity.

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Drum Up Business Many years ago, a large American shoe company sent two sales representatives out to different  parts of the Australian outback to see if they could drum up some business among the  Aborigines. 

8p bod_owens 12-10-2012 64 5   Download