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If you are struggling to decide what media to choose for your company's marketing campaign - you are not alone. In fact, most people have similar issues navigating the myriad of media opportunities available. Further complicating matters are the dire consequences your budget and campaign momentum will face if you choose the wrong media for your message. Before examining the different kinds of media available and their corresponding attributes, the author stresses a very important point: messaging. No matter the media or the campaign, having strong messages that clearly outline your objective is crucial. Good messages, writing and communication are the engines that drive all media strategies.
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