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What is Media Strategy and Planning Essentials about?

This chapter discusses media strategy and planning. It describes the roles of media planners, researchers, and buyers in organizing the media function. The chapter also outlines trends driving changes to the media landscape, including convergence of media, interactivity, creativity, and engagement. It discusses how these trends require media executives to be analytical, creative, and strategic. Finally, it covers the rise of unbundled media departments and independent media buying firms due to factors like

Author

H. U. Konain

Language

EN