Advantages of media in an advertising campaign

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Advantages of media in an advertising campaign?

• An advertising campaign is called rich when
  it utilizes an array of different promotional mix
  and different forms of communication to reach out
  to potential customers. A successful campaign
  requires a number of important decisions like
  setting advertising objectives, advertising
  budget and selection of right media along with
  right message followed by evaluation of the
  campaign results. The main function of a media
  plan is to create an advertising campaign that
  will achieve your strategic objective.
  Specifically, an advertising media plan defines
  your strategic marketing objectives, chooses
  media channels suitable for achieving those
  objectives and identifies the specific
  advertising tactics that will achieve your
  objectives given the limitations of the chosen
  media channels. For example, if your goal is to
  catch the attention of young housewives,
  magazines that cater to the elderly are
  unsuitable. Instead, you might use market
  research to identify radio and television shows
  that young housewives enjoy and would help your 
  for your campaign.

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