As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a

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As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a limited budget. Explain what this means. Under which circumstances would a planner wish to emphasize reach? Frequency?

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-1260152302

11th Edition

Authors: George E Belch, Michael A Belch

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Question Posted: Jun 11, 2019 11:41 AM

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As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a

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In an ideal world advertisers would like to maximize reach and frequency Unfortunately in the real w...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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