VILNIUS - The budget a company prepares for airtime on TV or radio, print publications and, increasingly, on the Internet, needs competent planning, goals and strategies. It also needs local know-how, so that multinational brands and local companies alike can target their advertising at the most effective media. The line between media agencies and creative advertising agencies has always been a blurry one, but essentially, the role of media planners is to organize their clients' media costs. When dealing with the demands of a global brand, it is the media agency that plays the great...
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