The key, however, is how well
and to what effect?

The first question to ask is, "Should I advertise at all?" Successful media planning and media buying means placing effective messages in front of the right audience at the right time and in places where they will have the greatest impact. Whether consumer or business to business, no two advertising plans are alike, nor should they be. Each is a component of the company's overall, unique strategic plan. If advertising is to be a part of the overall marketing mix, the "why, when and where" are as crucial as the expression itself.

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