Author Question: What is a media strategy and why is it needed to prepare a media plan? Why is media planning ... (Read 193 times)

asmith134 · **on:** Jun 29, 2018

What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Question 2

In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.

According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in
1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans It floats
and 99-44/100 percent pure.. If the Ivory soap was promoted during the era of industrialization, in which of the following mediums would their ads appear?
a. Magazines
b. Newsbooks
c. Dailies
d. Radio broadcasts

okolip · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A media strategy determines what you want to do with your mediabuy simple awareness, counter a competitor's claims, reposition
your brand, react to good or bad media publicity, or establish an image and good feel surrounding your brand. It helps you match message
objectives with media choices. Thus, the true power of a media plan rests in the media strategy.

Media planning determines where and when the advertiser's money is spent, and thus, is vital. It requires creativity and strategic thinking, because to do it, an advertiser needs to understand what he is trying to do with media, why he is doing it, and the key
aspects of the various tools at his disposal. A media plan specifies the media in which advertising messages will be placed to reach the desired target audience.

A media plan includes a strategy, objectives, media choices, and a media schedule for placing a message. An advertiser should always know and pay close attention to the fundamental qualities of each medium and specific vehicle in terms of what a brand is trying to do. To be effective, the advertiser needs to be able to see the media buys in the strategic context of brand communication and consumer behavior goals.

Answer to Question 2

c