Since paid advertising is often the single most expensive component of any integrated marketing communications campaign, a smart and effective media planning and buying approach is critical to maximizing campaign dollars.
Analyzing and pinpointing your target audiences and markets, as well as knowing your budget and desired flight dates, are the crucial first steps in determining the right paid media mix needed to reach and motivate your targets.
Every medium has its own attributes, its own strengths and weaknesses. Some forms of paid media offer broad-based coverage, while others are targeted to zero in on the audience you most want to reach.
The Media Work Plan
Analyzing a Statewide Media Plan
The Most Effective Paid Media to Reach Target Audiences
What Is All That Foreign Language? A Guide to Paid Media
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