MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

B. 3. B. 3. A. Reach

 The reach of an advertising campaign refers to how many individuals actually come into contact with the advertisement.  Some media are far more selective than others with respect to who is exposed to the message so required reach will have a large impact on media selection decisions.

 

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