Strategic Media Planning

Strategic Media Planning concerns strategically outlining the extent to which an organization and/or an individual can get the greatest reach and the maximum response for services, products or programs offered.

Strategic Media Planning can involve chalking out some short-term objectives or long-term campaigns, or even a combination of the two. Generally, the market segments most appropriate for delivering the message of the organization/individual is first identified. Subsequently, a detailed analysis is done to determine specifically who the target groups are, where these focused groups are located, and the opportune moment when they should be approached with the message.

The most important analysis concerns identifying which media will be the most effective in delivering the address. Also, it is to be determined which is the most cost-effective media in reaching the targeted groups—television, radio, print or something else (say, cyber media). This constitutes the base on which the rest of the Strategic Media Planning is worked out.

Strategic Media Planning agencies help out in this regard. First they get to know the target. This knowledge is then utilized to bring focus on the target group via the appropriate media vehicle from an extensive media range (which they frequently offer). The organization’s budget and other objectives are also taken into account, and finally the maximum mileage is provided based on these constraints.

Of vital importance are:
•Detection of the target group or target audience,
•Being able to judge correctly the extent of delivery of message to the target group, and
•Finally, approaching the group via the right media to deliver the message, in order to beget maximum mileage for the organization.