Media is regarded as the most dynamic and exciting aspect of advertising today – as it is in communication as a whole.
The technological revolution that dramatically changed the face of what now constitutes these media threw unprecedented challenges to advertising in a way never seen before.
The changes gave new meaning to the concept, media, and created brand new media options for media planners.
They also altered media attributes, parameters for assessing efficacy, media cost and media versatility, media speed and media reach, and especially in the creation of opportunities for instantaneous interaction with audiences. This subject will treat all this.