The key, however, is how well
and to what effect?

The first question to ask is, "Should I advertise at all?" The answer involves significantly different considerations for everyone who asks this question. Successful media planning and media buying mean placing effective ads in front of the right audience at the right time and in places where they will have the most impact. No two plans are alike, nor should they be. Each is a component of the company's overall, unique strategic plan. If advertising is to be a part of the overall marketing mix, the "when and where" are as crucial as the ad itself.

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