How this guide raises your game
1. Learn how digital media fits in to the overall advertising and media plan.
2. Understand the basic terms used in search marketing.
3. Learn our social media “in” and “out” model to fit into your digital business model.
As part of your overall media planning, you make decisions on whether the media style to meet your brand objective needs to be broadcast, narrowcast or monocast.
Broadcast channels like TV or outdoor reach mass audiences and are good for broad one-way communications.
Narrowcast channels like specialist print or events focus on narrower target audiences and are more more suitable to build relationships with specific target segments.
But in recent years, digital technology has increasingly made monocast media a more affordable and easier to manage option for your media plan.