Marketing Communications Strategy
...agency
- This will both generalise and be specific depending on the section and the reader
Where does media fit into the communications process
- The role of media strategy is to place the brand message in front of the consumer
- The impact of the media strategy is derived from where, when, how and to whom
the message is delivered
But some think that Media Planners are jumped-up illusionists...
- The pigs on Animal Farm
- Staking out alternative and digitial media as their territory
- Hide behind smoke and mirrors of jargon and numbers
- Have a computer model for every occasion
- Reach and frequency obsessed
- Don't understand ads
- Have no idea how hard the creative process is
It's not complicated
Media people can love jargon, numbers and over complicate but;
"The good ones understand how the target audience consume media and understand
the relationship between the message and the media."
In this programme jargon is highlighted in red, click on these words if you do not understand and an explanation will be given
Our industry was based on a linear process
A. Understand brand
B. Understand communication problem
C. Establish target audience
D. Originate optimum creative solution
E. Construct plan to deliver audience coverage and frequency
The world of media has got bigger over recent years
1970 2004/5
ITV only commercial channel 400+ commercial channels
4,676 publications 12,000 publications
257,000 poster panels 500,000+ panels
No commercial radio stations 270+ commercial stations
No internet 250,000,000+ pages impressions
And new methods of...
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