The media strategy is a process through which it is determined which strategy to implement for the achievement of the objectives of an advertising campaign.
This process is carried out to ensure the advertiser a suitable return on the advertising investment, also called ROI.
In essence, the media strategy is realized through the guidelines that are used for activities of media planning, then deciding which media plan to use.
Strategies and media planning
To achieve the various objectives of an advertising campaign, it is important to implement certain media planning strategies:
- Distribute the budget evenly across the advertising media and vehicles, also known as media mix;
- Define the timing for the airing of individual flights ( a set of planned advertisements across one or more communication mediums): they make up the campaign, the distribution methods of advertising pressure, investment levels per medium, and the average frequency level where the advertisement is seen.
To implement an advertising campaign on media, follow the 5W rule:
- What: the objectives that are to be achieved;
- Who: the recipients of the advertising message;
- When: the times of year when the campaign is broadcast;
- Where: the geographic areas where the advertising campaign is most focused;
- Weight: the levels of advertising pressure and the evaluation of campaigns in terms of GRP.
In conclusion, the definition of media strategy is often referred to also as summary documents where many advertising campaign strategies are synthesized, including a media flowchart (a diagram that represents the operations to be followed) that summarizes a media plan.
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