The communication brief should clearly state the problem that media must solve for the campaign.
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Q30: Media planners typically trade off between the
Q31: Recency theory relies on having the first
Q32: The media mix is the recommendation for
Q33: A good strategy statement would be ""To
Q34: A timeline for developing the plan with
Q35: The Big Idea is the key takeaway
Q36: Due to the increasingly complicated world of
Q38: Based on effective frequency models, most consumers
Q39: Ostrow's model relies on evaluating media, message,
Q40: Coupons are commonly used in outdoor advertising
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