Media strategy refers to the setting and allocation of advertising budgets. Logic would suggest that there are more factors that argue for differences across countries than for similarities. Ad budgets would be likely similar across countries if purchase cycles for that product category are similar, since the frequency of exposure often depends on the length of the purchase cycle. On the other hand, there are many more factors that most likely will be different across countries: the absolute and relative costs of various media, the number of targeted customers reached by these media, the spending levels and patterns of competitive brands, the product life cycle stage and household penetration percentages for the product category, and so on. In the professional world of advertising it will be very handy and useful if you understand following terms as and when used:-

Clutter: The number of ads in a medium
Fleeting message: Commercials
Zapping: Changing channels to avoid commercials
Scheduling Strategy: 3 types (a) Pulsing (b) Continuity (c) Flighting

Since by far the bulk of the media options available in any market are local or regional – specific to that country – the media planning and buying almost have to be done at a local or regional level. Countries also vary dramatically in the degree to which various media reach different audiences, and in the availability of advertising time and space in those media. For instance, data based direct marketing is still quite small in most markets outside the US, because the availability of lists is very limited (although this is changing slowly, especially in Europe).

This need for local decision making is made even stronger by the absence in many markets of the kinds of syndicated media data, so that unless the media planner is physically in the local market, there is almost no way of knowing the relative costs and efficiencies of local media options. Usually, therefore, the media planning and buying are done locally, the but the core elements of the media strategy – such as target audience definition, the reach and frequency of goals, and so on – may still be decided centrally or at least be made subject to central approval. However the following strategies in the print, electronic, interactive, and out-of-home media are implied;

A Rapport with the Audience

The germane objective in developing a media strategy is that the strategy should be compatible with the psycho-frequency level of the user. And the user feels flexible to it. It must proactively answer any question which directly or indirectly is prompted by the user. This is pretty vital in getting your brand exposed at macro level.


Each media strategy developed should be known to the fact that how respect can be gained in social media.

Goals Definition

The goals and objectives must be clear enough that what media strategy is going to yield for you, and how you can step towards success and can expect in return.


This is the most vital part of the strategy. It ensures proper meeting with your targets and goals.

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