As an element of the media mix,the _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

Question

Quizplus · Accepted Answer

The selection and scheduling of media vehicles to achieve objectives is part of the media planning methodology. The other choices, such as market savvy, management, mechanics, and mission, do not specifically refer to this aspect of media planning.

As an Element of the Media Mix,the _____ Refers to the Overall