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Media Buying

Question description
 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.

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