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Engagement is the buzzword around which a brand ensures that it remains relevant and news worthy. A feedback based process that thrives on interactivity is very important even when the customer is browsing a website or any web property. Media planning is the use of ad-banners to gain the mileage from a campaign in order to attract consumers to participate rather than become spectators.
Media planning and buying depends upon the experience and understanding of demographics, profitable web properties and how you can extract their visitor base. It also depends upon the understanding of a business and populating the internet with ad-campaigns on similar thematic web properties.