Media Strategy in Selected Organization

Dušan Baran, Daniela Baranová
Advertisement in television, in radio, in print media, outdoor or indoor, that all common consumers apprehends through the visualization, the creative side and the point of view of marketing agencies is mostly defined through advertising agencies. During last years in relation of development of new technologies and media, considerable changes occurred in marketing-communicative environment. Traditional advertising agency-full service type, have failed by now in satisfying every demand and need
more » ... f a client and the solution has been: from originate media departments establish specialized and independent organizations-media agencies, which in present beyond effective and productive media planning and buying, have to solve creative side of media strategy, too.