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White Paper - Direct Response Advertising Circulation Planning
Circulation planning is not media planning, even though circulation planning involves selecting media channels and mediums. Circulation planning is a much more rigorous approach to media and contact universe selection. Unlike media planning, circulation planning generally involves performing a breakeven analysis on the selected media or advertisement. Generally, all media used in a circulation plan have been or are being tested for continued use. This white paper discusses the strategies and processes that you need to follow to run successful marketing campaigns.
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