Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it. Historically, that has been accomplished primarily through advertising media–print, then radio and TV, and now digital. And while smart, goal oriented creative has been the star; working diligently behind the scenes is smart, goal-oriented media strategy and planning. This article is part of … Continue reading Reach, Frequency, Advertising And Brands