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Media Buying

More Effective Media Buying: Part 2

Audience Measurement Tools: Media outlets use a variety of means to monitor the size and characteristics of their audience. Here’s an overview of the most common measurement tools.   Broadcast Television. ACNielsen is the major research company for broadcast television audience measurement. It assembles a “representative” sample of viewers and asks them to keep a …

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More Effective Media Buying: Part 1

There’s No One Right Answer Which is a better advertising buy: radio or television? How many times should an ad appear in the newspaper? How long should an advertising campaign last? These are questions marketers must ask. Unfortunately, there is no one right answer. What Are Marketers to Do? Placing advertising buys has become such …

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