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Transmedia Marketing by Anne Zeiser

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CHAPTER 23The Media Plan

Advertising is the old stalwart of marketing. It’s what most people think of when they hear the term “marketing” even though it is one of many promotional tactics. “Paid media” is a $200 billion yearly industry in the US and $500 billion globally. Advertising used to be based on the premise of reaching a broad audience. No other medium has more mass reach and influence than television. A 30-second spot appearing during the Super Bowl, Oscars, or Olympics reaches more people than other single media placements.

In the past few decades, technology has radically changed the nature of advertising. Audiences have fragmented across a plethora of choices on various platforms. Now, advertising is more about reaching a specific ...

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