9.Media planning involves a tradeoff between reach and frequency. Explain what this means and give examples of
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9.Media planning involves a tradeoff between reach and frequency.
Explain what this means and give examples of when reach should be emphasized over frequency and vice versa.
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Related Book For 
Advertising and Promotion an integrated marketing communications perspective
ISBN: 978-0072536768
6th edition
Authors: George E. Belch, Michael A. Belch
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