In terms of media-planning activities,which of the following is the purpose of determining media strategy?
A) To determine which broad class of media best fulfills the criteria
B) To compare and select the best media within broad classes, using predetermined criteria
C) To translate marketing and advertising objectives and strategies into goals that media can accomplish
D) To determine what to communicate through ads
E) To translate media goals into general guidelines that will control the planner's selection and use of media

Question

Quizplus · Accepted Answer

According to Exhibit 9-2, the purpose of determining media strategy is to translate media goals into general guidelines that will control the planner's selection and use of media. The best strategy alternatives should be selected.

In Terms of Media-Planning Activities,which of the Following Is the Purpose