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Unformatted text preview: program, known as the five Ms, viz. Mission: What are the objectives? What is the key objective? Money: How much is it worth to reach my objectives? How much can be spent? Message: What message should be sent? Is the message clear and easily understood? Media: What media vehicles are available? What media vehicles should be used? Measurement: How should the results be measured? How should the results be evaluated and followed up?...
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- Spring '11