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Media defined

The strategic process of determining target audience and delivering ad messages

Effective

Deals with the quality of the conversation

Efficient

The best deal - finding where you can have more conversations

"Windshield moment"

At what point do we launch our message, even when the consumers don't know they need us (relevant and receptive)

Primacy

Adhere to the beliefs seen earliest

Recency

The most recent seen message

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