ABSTRACT
Media and advertising are part of the bigger picture of the world of marketing. The primary goal of marketing is to attract and retain customers by offering products that meet their needs. The task of the media planner is to consider all of the marketing information available on the product and to use that information to determine how best to reach the target audience with the brand message through advertising media. Marketers are customizing their marketing and media plans to meet the needs of specific areas of the country. A successful marketing plan requires a thorough understanding of consumers’ relationships with the brand, similarly thorough knowledge is needed to learn the relationships between consumers and media. The marketing manager may refuse to have the brand advertised in any magazine that accepts liquor advertisements. Social and cultural changes, while slower to occur, can explain movements in product sales that have implications for media planning and buying.
