THE MEDIA OBJECTIVES ARE, IN FACT, A LISTING OF ALL THE THINGS THE MEDIA PLANNER MUST TAKE INTO ACCOUNT IN SELECTING THE COMPONENTS OF HIS PLAN. CAREFULLY EXPRESSED, THEY SERVE TWO BASIC PURPOSES; THEY ARE THE MEANS OF ARRIVING AT COMPLETE AGREEMENT ON THE PART OF EVERYONE INVOLVED AS TO WHAT IS TO BE ACCOMPLISHED, AND THEY PROVIDE GUIDELINES FOR THE ACTUAL PURCHASE OF MEDIA TIME AND SPACE.
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