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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To understand the key terminology used in media planning.
LO 2To know how a media plan is developed.
LO 3To know what constitutes media objectives.
LO 4To know the process of developing and implementing media strategies.
LO 5To be familiar with various characteristics of media.





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