In making choices, the media planner has to rely on measurement services that provide estimates of audience size, composition, and media cost.

Question

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Media planners rely on measurement services such as ratings, demographics, and cost data to make informed decisions about which media channels to use for advertising campaigns. These services provide estimates of audience size and composition, as well as media cost, which are crucial factors in making effective media buying decisions.

In Making Choices, the Media Planner Has to Rely on Measurement