Working dollars are those monies in the budget allocated to the creation of programs.
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Q20: The rationale for each tactic should focus
Q21: Media strategy is the specific strategy of
Q22: Budget allocations are driven by each brand's
Q23: Non-working dollars are those allocated to media
Q24: Contingeny dollars are those set aside for
Q26: The only way to determine a communications
Q27: If demonstration is needed to communicate your
Q28: Legal requirements must be considered when developing
Q29: Your media and creative choices will vary
Q30: Media planners typically trade off between the
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