Media strategy is the specific strategy of using media whereas tactics are the specific media vehciles.
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Q16: CPM can be used to evaluate media
Q17: CPM is the best apples to oranges
Q18: A popular method of targeting involves sociographics
Q19: To calculate TAIs, you multiply percentage reach
Q20: The rationale for each tactic should focus
Q22: Budget allocations are driven by each brand's
Q23: Non-working dollars are those allocated to media
Q24: Contingeny dollars are those set aside for
Q25: Working dollars are those monies in the
Q26: The only way to determine a communications
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