ABSTRACT
If media objectives are the “what,” then media strategies are the “how.” Media strategies must be inextricably linked to and fall out of the media delivery and impact objectives that have previously been discussed. Media strategies are the answer to what you will specifically do to achieve these objectives. Put simply, media objectives outline where you want to go. Media strategies outline how to get there. Media tactics provide the specific details of how to get there. For example, if your objective is to get to New York and your strategy is to fly there, the tactic is to take Southwest Flight #9 that departs Tuesday at 2:00 P.M., arrives at your destination at 6:00 P.M., with a two-hour layover in Baltimore, and costs $350 one-way.
