A?media strategy?is a plan of actionthat helps businesses reach their target audience.
Reach the right people with the right message
The first goal is to answer questions about your target market: Who are your current and potential customers? Are they mostly male or female? Are they younger or older? Where do they live? What do they do? What are some other characteristics that can define your target market?
Kitch & Schreiber then seeks to optimize your media plan by looking at many variables including:
- type of media: TV, radio, newspaper, magazine, outdoor, web & interactive
- the program, page or location where ads will be seen or heard
- the month of the year, days of the week and times of the day ads will run
- the size of ad or length of the commercial
A high frequency strategy using a large quantity of less expensive commercials or ad space can be quite effective. A high reach and low frequency plan can bring a desired result as well using expensive advertising, and little of it. For instance a Superbowl TV commercial can reach a large audience, but cannot achieve frequency goals.