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Identification of the reach, frequency, and message weights sought. What will be the geographical allocation of the media budget and why? Which media will be

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Identification of the reach, frequency, and message weights sought. What will be the geographical allocation of the media budget and why? Which media will be used and why? What scheduling pattern will be employed? All of this should be accompanied by a concise media rationale statement as to the potential efficiency and effectiveness of the proposed media plan

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