Nowadays, there are a lot of platforms available for a business/organization to communicate about itself. Moreover, the amount of devices is so large that it is already difficult to choose - especially since the advent of the Internet and social media.
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In addition, this toolbox is expanding very quickly, and completely new platforms may appear in a couple of years. On the other hand, the resources that can be spent on marketing communication are limited, so it is necessary to carefully consider what is included in the so-called media mix, what is most favorable in terms of cost and benefit. To do this, first of all, we need to understand how these devices can be grouped and what are the advantages of using them.
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