"If I had to select a task that was important in making a media buying decision, I would pick research. This is a large, time-consuming task that includes researching the target audience to understand its demographics, habits, and behavior. This information guides me to media outlets where I believe my clients' advertising will be seen by their intended target group. In addition, it is important to conduct competitive research. This helps me understand where my clients' competitors are advertising and what successes or failures they have seen."
