A STRATEGY IS A SERIES OF ACTIONS, USUALLY PLANNED AHEAD OF TIME, TO ACCOMPLISH SPECIFIC AND STATED OBJECTIVES.
IN MEDIA PLANNING, THERE ARE MANY OPPORTUNITIES TO USE STRATEGY, AND VERY OFTEN A PROBLEM ARISES IN TRYING TO FIND A WAY TO KNOW, OBJECTIVELY, WHICH COURSE OF ACTION WILL BE OPTIMAL.
THE MENTAL PROCESS OF WEIGHING MEDIA STRATEGY ALTERNATIVES, HOWEVER, PRESENTS A FORMIDABLE TASK BECAUSE THERE ARE MANY ALTERNATIVES TO THINK ABOUT AT ANY ONE TIME.
WHILE THINKING ABOUT AUDIENCE SIZE, A PLANNER MUST, AT THE VEY SAME TIME, BE THINKING ABOUT COST EFFICIENCIES, AVIALIBILITIES OF MEDIA UNITS, DISCOUNTS THAT COULD CHANGE THE WHOLE PLAN, THE EFFECT OF COMPETITORS, THE CREATIVE STRATEGY AND EXECUTION, THE AMOUNT OF MONEY THAT IS AVAILABLE AND TIME AVAILABLE TO ACCOMPLISH OBJECTIVES --AND THIS ONLY A PARTIAL LIST.
GENERALLY, NO SINGLE STRATEGY COMPRISES A MEDIA PLAN. INSTEAD, THERE IS A NUMBER OF STRATEGIES WITH VARYING PRIORITIES THAT CONSTITUTES THE ESSENCE OF A PLAN.
THERE MAY BE A WEIGHING STRATEGY, A SPENDING STRATEGY, A REACH AND FREQUENCY STRATEGY AND SO FORTH.
USUALLY, STRATEGY STATEMENTS ARE ORGANISED SO THAT THE MOST IMPORTANT STRATEGY COMES FIRST.
IT IS IMPORTANT TO PLACE MEDIA STRATEGIES INTO A FRAME OF REFERENCE SO THAT ONE CAN SEE WHAT POSITION EACH OCCUPIES RELATIVE TO OTHER PARTS OF A PLAN.
STRATEGIES ARE NEITHER THE BEGINNING, NOR THE END OF PLANNING. MEDIA OBJECTIVES PRECEDE THEM, AND MEDIA SELECTIONS USUALLY FOLLOW THEM. SELECTION DECISIONS ARE SOMETIME CALLED THE " TACTICS " OF A PLAN.
IN MEDIA PLANNING, THERE ARE MANY OPPORTUNITIES TO USE STRATEGY, AND VERY OFTEN A PROBLEM ARISES IN TRYING TO FIND A WAY TO KNOW, OBJECTIVELY, WHICH COURSE OF ACTION WILL BE OPTIMAL.
THE MENTAL PROCESS OF WEIGHING MEDIA STRATEGY ALTERNATIVES, HOWEVER, PRESENTS A FORMIDABLE TASK BECAUSE THERE ARE MANY ALTERNATIVES TO THINK ABOUT AT ANY ONE TIME.
WHILE THINKING ABOUT AUDIENCE SIZE, A PLANNER MUST, AT THE VEY SAME TIME, BE THINKING ABOUT COST EFFICIENCIES, AVIALIBILITIES OF MEDIA UNITS, DISCOUNTS THAT COULD CHANGE THE WHOLE PLAN, THE EFFECT OF COMPETITORS, THE CREATIVE STRATEGY AND EXECUTION, THE AMOUNT OF MONEY THAT IS AVAILABLE AND TIME AVAILABLE TO ACCOMPLISH OBJECTIVES --AND THIS ONLY A PARTIAL LIST.
GENERALLY, NO SINGLE STRATEGY COMPRISES A MEDIA PLAN. INSTEAD, THERE IS A NUMBER OF STRATEGIES WITH VARYING PRIORITIES THAT CONSTITUTES THE ESSENCE OF A PLAN.
THERE MAY BE A WEIGHING STRATEGY, A SPENDING STRATEGY, A REACH AND FREQUENCY STRATEGY AND SO FORTH.
USUALLY, STRATEGY STATEMENTS ARE ORGANISED SO THAT THE MOST IMPORTANT STRATEGY COMES FIRST.
IT IS IMPORTANT TO PLACE MEDIA STRATEGIES INTO A FRAME OF REFERENCE SO THAT ONE CAN SEE WHAT POSITION EACH OCCUPIES RELATIVE TO OTHER PARTS OF A PLAN.
STRATEGIES ARE NEITHER THE BEGINNING, NOR THE END OF PLANNING. MEDIA OBJECTIVES PRECEDE THEM, AND MEDIA SELECTIONS USUALLY FOLLOW THEM. SELECTION DECISIONS ARE SOMETIME CALLED THE " TACTICS " OF A PLAN.
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