media strategy

     

Meia strategy, as used in the advertising industry, is concerned with how messages will be delivered to consumers. It involves: identifying the characteristics of the target audience, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience pertinent to the initial brief. Examples of such strategies today have revolved around an integrated marketing communication approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.

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