A Good Strategy Is Not Good Enough.

Advertising relies significantly on media strategy. The role of Media Strategy is to discover the most effective approach to express or deliver a message to the desired audience. It is crucial to plan every task to ensure it is done carefully and executed successfully.

How many individuals see, hear, or read the commercials or promotional offers and purchase the product or service?

The primary goal of media strategy is not only to acquire consumers for their product but also to deliver the correct message to the right people at the right time. That message must be convincing and relevant. So, the organization’s planners decide on the Media Strategy while keeping the budget in mind.

It is essential to decide on the three “W’s” during the Media Strategy process.

  • Where to advertise?

  • When to advertise?

  • What kind of media to use?

Where is the location for displaying or distributing advertisements?

It refers to the digital region from which the product or service should be visible to people who use or are likely to use it. The area varies from place to place. For example, it might be on a national, state, or city level for local brands. The media does not have to be TV or radio; it can be on popular websites, blogs, sponsorships, digital billboards, or adverts during YouTube videos.

When should the advertising be shown or run?

The advertisement should run at the optimal time when most buyers are likely to purchase the goods. The planners must plan it with the budget in mind, as the advertisement area may only utilize up to 20% of the company’s income. For example, you cannot display a raincoat commercial during winter. Still, you must transmit an ad as soon as the summer season ends and the rainy season begins.

Advertisements for different products run for varying lengths of time. Some products require three to four months—umbrellas, cold creams, etc. As a result, the planners must prepare the budget by the time frame to avoid money shortages during the procedure. Some commodities, such as FMCG products, require year-round promotion since they do not fluctuate with the seasons, such as edibles, soaps, hair care products, etc.

What type of media should be used to deliver the message?

There are essentially two media techniques to consider

1. Approach to Media Concentration

The media concentration strategy reduces the number of media categories. The funds focus on only a few media categories, perhaps two or three. It is a commonly used strategy by companies that are not overly confident in their talents and must compete for the same position. They don’t want to misrepresent their brand name. As a result, this is the most secure method because the message reaches the targeted customers.

2. Approach to Media Dispersion

The media dispersion approach employs a wide range of media to promote. They advertise their products via various platforms such as TV, radio, the internet, distributing pamphlets, sending text messages to mobile phones, etc. Only those who understand that a single or two forms of media will not reach their goal are considering and employing this strategy.

Media Category Selection.

The organization’s planners should choose a suitable medium to transmit their message, regardless of their category.

Suppose the product is for a mass market. Use an alternative mass media such as YouTube, OTT, Social media or a display network.

Suppose the planners want to influence the minds of customers who are window shopping or simply buying for shopping. In that case, the corporation might use a point of purchase type. It enables the firm to express its argument to customers and persuade them to purchase their goods.

The third option is a direct reaction if the planners want to sell their product one-on-one. To provide demos, corporate representatives contact clients directly via emails, text messages, phone calls, or meetings. They go to their consumers, explain the situation, and try to persuade them. 

Apart from the above, one of the cheapest and most effective modes is search engine ads. Search ads are backed by data and technology and have a high conversion rate. There are high chances that people searching for your products or services will find the ad.

The process of media planning is critical in advertising. The decision-makers must choose a suitable strategy before starting a campaign.

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