2. Considering the trends in media consumption that are occurring along with the relative effectiveness of various
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2. Considering the trends in media consumption that are occurring along with the relative effectiveness of various media for advertising purposes, how should a marketer allocate a communications budget for maximum benefit? What kind of balance should there be between traditional media and newer digital media? What role does the target market play in making such decisions?
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Related Book For 
THINK Marketing
ISBN: 9780134834344,9780134830377
3rd Edition
Authors: Keith Tuckwell, Marina Jaffey
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