media planning

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The role of a media planner in an advertising agency, ensuring that campaigns reach their target audiences as effectively as possible through the strategic use of the most appropriate media. Media planning produces a media schedule for an advertising campaign, based on objectives for reach, frequency, and impact, and specifying the specific media to be used and the dates when the advertisements are to appear. See also effective frequency; effective reach; compare media buying.

Subjects: Media Studies.

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