Based on your reading, what would you say are the three most important rules of media buying? Justify your answers (see especially Chapter 8 of bokk below)
Clow, K. E. & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN 978-0-13-253896-1.