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Most important rules of media buyin

Question description
Based on your reading, what would you say are the three most important rules of 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 book 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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