From the perspective of a promotional planner, the primary purpose of media is to:

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The primary purpose of media for a promotional planner is to provide an environment for the firm's marketing communications message. Media channels are used to distribute promotional messages to a target audience. The media carries the message that needs to be communicated to the target audience in the most effective way possible. It is the responsibility of the promotional planner to select the appropriate media channels to reach the target audience so that the message is delivered most effectively.

From the Perspective of a Promotional Planner, the Primary Purpose