03 Dec Media Strategy
What is media strategy? Media strategy is define as the culmination usage of a certain media mix to achieve a desirable and optimal outcomes. It is an essential part in an advertising campaign. The objective of Media Strategy is not only about directing consumers to a particular product or services. But to focus on placing the right message towards the target audiences at the right time. Thus ensuring that the message is relevant and enticing.
So the question is to where do we displace the advertisement to our current and prospective consumers to get the most impact. The common available options are – TV, radio, newspapers, blogs, billboards, ads during breaks in theaters, and so on and so forth. Although you may have the budget for all that, but your brand guideline doesn’t permit it. This is where the strategy comes in.
what is your media strategy?
The timing of advertisement is very critical especially with respect to the seasonal products. There is no point in airing advertisement for room heaters in summer season. It should be aired right at the end of monsoon and beginning of winter season.
So which type of media to use if we have the budget? It is very important to use a correct media type for delivering the message. There are two basic media approaches which can be adopted as below.
1) Media Concentration approach – In this approach, we concentrate the campaigns only on a few types of media. Generally two or three in order to reach the target consumers instead of using a wide variety of media types.
2) Media Dispersion Approach – In media dispersion approach a wide variety of different media types is deploy to reach the target consumers. It is deploy when the entire target market can’t be reach by a few media types.