ABSTRACT
The media specialist is likely to be presented with the marketing objective rather than having to develop it on his or her own. Along with understanding the marketing objective, the media specialist should also look at how that objective will be achieved, or what strategy to take, because that will affect what the media plan is supposed to do. In media planning terms, this might involve increasing the message frequency so that users are reminded of the different ways in which the brand can be used. Social media can be used by the marketer to offer reassurance or an outlet to respond when issues arise with a brand or its communications. The advertising media will also affect each of subsequent stages in the consumer decision process. As technology improves and media becomes more data-driven, however, advertising media professionals are seeing the development of more precise and lifestyle/product- usage-based targeting.
