Chapter 15 – Media Planning and Buying
80. (p. 394) As an element of the media mix, the term _____ refers to not only the various targets
for communication, but also to the targets’ geographic location and segmentation
considerations.
81. (p. 394) As an element of the media mix, the term _____ refers to the overall strategy of
selecting media vehicles to achieve the desired message weight, reach, frequency and
continuity objectives.
