ina ______ Two different versions of the same advertisement are printed in the same press run of an issue of a particular publication, so that some of the copies contain one version of the ad and the others contain the other version.

Media Buying and Planning involves these processes:
1. Identify target audiences through comprehensive market research. 
2. Understand your audiences' interests. 
3. Find your audiences when they are most receptive to your messages. 
4. Deliver creative that motivates them to take action.

Media buys can help brands achieve optimum reach among key audiences by helping to educate customers, making it easier for them to discover new products or brands. 
Media buyers work with media planners who create the media plan, which outlines the goals and objectives of the campaign.