Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.

Name: Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.
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Exposure utilities, or the way in which different media channels contribute to the overall success of an advertising campaign, can be difficult to measure and compare. As a result, many media planners rely on general guidelines or rules of thumb rather than precise measurements.

Many Media Planners Prefer to Use Rules of Thumb Because