Media planners rely largely on primary market research to determine the consumer target audience.

Name: Media planners rely largely on primary market research to determine the consumer target audience.
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Question

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The consumer target audience may be determined from the marketer's research. However, planners rely largely on secondary research sources, such as Arbitron and Nielsen Media Research, which provide basic demographic characteristics of media audiences.

Media Planners Rely Largely on Primary Market Research to Determine