Source: Bigstock

New industry terms get tossed around so much that their meanings become muddled. People use "media plan" and "strategy" interchangeably. (People refer to "optimization" when they mean "ongoing strategy.")   It may seem pedantic to quibble over these phrases, but distinctions matter.    My company builds strategies around clearly defined segments, including objectives, media plans, optimization initiatives, and ongoing performance monitoring. Each serves an important function i...