“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

Every work to be done needs a plan of action so that the work is done ia a desired & correct manner.  Media strategy plays a very importat role in Advertising.  The role of Media Strategy is to find out the right path to transfer or say..."Deliver a message" to targeted customers.

How many people seeor hear or read all the advertisments or promotional offers and buy the product or service?

The basic intention of media strategy is not only procuring customers for theirs product but also placing a right message to the right people at the right time and of course that message should be persuasive and relevant.  So, here the planners of the organisation decide the Media Strategy to be used but keeping the budget always in mind.

The Media Strategy has three "W"'s to be decided

There are:

  • Where to advertis?

  • When to advertise?

  • What to advertise?

The Media type to use?

Where is the place for showing or delivering advertisment.  In short, it means the geographical area from where it should be visible to the customers who use or are most likely to use the product or services offered.  the place does not mean only TV or radio but it can also be newspapers, blogs, sponsorships, hoardings on roads, ads in the movie break in theatres, etc.  The area vanes from place to place like it can be on national basis and for local brands it can be on city basis.

When is the timing to show or run advertisments?

For e.g. you cannot show a raincoat as in the winter season but you need to telecast ad as soon as the summer season is coming to an end and the rainy season is about to begin.  The ad should be delivered with perfect timing when most customers are likely to want to buy the product.  The planners need to plan it keeping the budget in mind as the maximum of 20% of revenue of the company can be used in the advertismentsection.   Different products have different time lengths for advertisments.  Some products need year long ads as they have nothing to do with seasonal variations e.g. small things like biscuts, soaps, pens etc and big services like vehicle insurance, refrigitators, etc.  Some products need three or four months. 


E.g. umbrellas, cold creams, etc...So the planners have to plan the budget according to the time length so that there is no shortage of money at any time in this process.

What type of media is to be used for delivering the message. There are basically two media  approaches to choose from.

  1. Media Dispersion Approach

  2. Media Concentration Approach

Media Dispersion V's Media  Concentration

In media dispersion approach, there is a larger number of categories of media used to advertise.  the approach is considered and practised only by those people who know that a single or two types of media will not reach their target.  They place their product ads in many categories like TV, Radio, Internet, distrubiting pamphlets, SMS messaging to mobiles etc...

In media concentration approach, the number of media is less.

The money is spent concentrating on only a few media types say..two or three.

This approach is generally used for companies who are not very confident and have to share the space with their competitors.

They don't want anyone else to get confuised with the brand name so this is the safest approach as the message reaches the target consumers.

Selection of Media Category

Selection of Media Category

Whichever category is selected by the planners of the organisation, they should select a proper media to convey their message.

If the product is for a big  amount of customers then a mass media option can  be selected like TV, Radio, Newspaper.  the best examples of this type are detergent ads, children health drinks and major regular used products such as soaps, shampoo and toothpastes.

If the planners want to change the mind of people doing window shopping or doing shopping for sake of name, the point of purchase type can be opted by the company.  This helps the company to explain their point to the buyers and convince the buyers to go for their product or service.

If the planners want to sell their product on a 'One to One' basis then the third option is direct response type.  Here the company people contact the customers directly themselves in an email campaing or via emails, telephone. SMS messaging or set up meeting with customers to demonstrate their product or service directly to each customer or group of customers.

The best e.g of this type of media  Life cell cord blood banking.  They go to their customers, explain to them what it is all about and try to convince them.

Thus, this  process of media strategy plays an impoortant and vital role in the field of  advertising.


Douglas, Isle of Man

London, United Kingdom

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