Q&A: Chief Executive – RB Pakistan, Fahad Ashraf on Choosing the Media Mix and Utilizing the Digital Medium Intelligently Apr 3, 2019 by Editor Reckitt Benckiser is one of the leading advertisers in Pakistan. The company uses CPRP to determine which TV channels to advertise on. What are some core reasons for adopting this model, as compared to rate-based direct buying? Read more