THE MOST CRITICAL JOB THE MEDIA MAN MUST FACE IS THE ESTABLISHMENT OF AUDIENCE OBJECTIVE. ONCE A COMMERCIAL IS READY, THE NEXT STEP OBVIOUSLY IS TO SEE THAT IT GETS ADEQUATE EXPOSURE. EVERY ADVERTISING EXPOSURE COSTS MONEY. THUS, THE DETERMINATION OF HOW MANY EXPOSURES SHOULD BE BOUGHT, AND WHO SHOULD RECEIVE THEM, OCCUPIES GREAT DEAL OF THE MEDIA PLANNER'S TIME.
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