20.3: Platform Integration
Integrate media plans and buys on all platforms. Other Information:
Media plans and buys must integrate all platforms. What worked in the last campaign will no longer work in the next campaign.
Continued audience fragmentation means media plans must incorporate increasingly diverse mixes of broadcast television, cable
television, Hispanic advertising, sports programming, radio, Internet advertising, social media, mobile, and other emerging
media such as online television viewing and radio listening.
Indicator(s):
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