The document discusses media strategy and planning. It defines media strategy as how advertisers seek to achieve media objectives and stand out amid competition. There are four elements of a media strategy: media mix, usage, geographic allocation, and scheduling. Media planning involves selecting media and deciding placement to optimally reach targets. Planners must determine reach, frequency, budget allocation, and factors like seasonality that influence scheduling approaches like continuity, flighting, and pulsing. The goal is maximizing exposure through the most effective media combination.