The primary goal of a media planner is to ____________.
a. choose the best commercial spots available
b. develop a message that works well with the firm's target market
c. achieve the appropriate message reach and frequency
d. use a wide variety of media to ensure the entire target audience is exposed
e. reach the largest number of people in the target market within the budget constraints
Answer: e. reach the largest number of people in the target market within the budget constraints