_____ is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

a. Promotional implementation
b. Media mix

c. Media planning

d. Market segmentation

ANSWER: c

Media planning is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience. Specifically, advertisers must determine which types of media will best communicate the message to the target audience.