Abstract
Media planning consists of media strategy and implementation of that strategy in the media plan. This chapter introduces media strategy. It starts with the basics and then develops the advanced approach from these.
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© 1998 Springer Science+Business Media New York
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Rossiter, J.R., Danaher, P.J. (1998). Media Strategy: An Introduction. In: Advanced Media Planning. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-8738-9_1
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DOI: https://doi.org/10.1007/978-1-4419-8738-9_1
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-4677-7
Online ISBN: 978-1-4419-8738-9
eBook Packages: Springer Book Archive