audience: when you buy media you are not buying media per se, you are buying eyes and ears of particular people. audience comes first in media. when you have done your homework, you know who your audience is and you find the media channels that reach them best. when you don’t have a particular audience in mind, media sales people have a way of convincing you their media is the best way to reach people. know the people you want to reach!
use of media: think about media as the tools you use to travel to the audience you want to reach. it’s like traveling in a train. say you wanted 