Overview

media strategy


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Using media for marketing purposes that takes the following areas into consideration: Costs of media buy; Ability to communicate the message effectively; Frequency of the medium (for example a single ad in a daily newspaper is unlikely to yield any result); Target market; Flexibility (lead times); Temporal constraints; International/national/regional audiences served by the medium; Volume of business using the medium; Past results of the medium; Reputation of the medium.

Costs of media buy;

Ability to communicate the message effectively;

Frequency of the medium (for example a single ad in a daily newspaper is unlikely to yield any result);

Target market;

Flexibility (lead times);

Temporal constraints;

International/national/regional audiences served by the medium;

Volume of business using the medium;

Past results of the medium;

Reputation of the medium.

See also marketing strategy; media; multimedia.

Subjects: Marketing.


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