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15 on your target audience and what is the most cost- effective way to reach as many of them as possible, as many times as possible. (Queensland Govern- ment, 2016). To select media, the advertiser must decide on the reach and frequency needed to achieve advertising objectives. (Kotler P. & Armstrong G. 2008, 435) The advertising option chosen should also reflect the right environ- ment for your product or service. (Queensland Government, 2016). The media planner must know the reach, frequency, and impact of reach of major media types. (Kotler P. & Armstrong G. 2008, 435). Table 1.2 Profile of Major Media Types “Even as new technologies and formats create new ways for marketers to reach consumers, they are effecting the more traditional media. Television, radio, magazines, and newspapers are becoming more fragmented andPDF Image | YouTube as an advertising platform
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