How do we get there? (The when and where of the campaign) Outline the creative and media strategies which will help the client realise the opportunity. Creative strategy generally includes the style and tone or look and feel of the advertising. Media strategy includes what media will be use; when and in what areas activity will be scheduled.The client expects that all recommendations will be supported by references to research (primary or secondary) and show evidence that key advertising and marketing theories and models have been applied and be presented in a professional report All recommendations must be supported by references to research (primary or secondary) and to key advertising and marketing theories and models.