ABSTRACT
The best way to organize media strategies is to match them to the four overall media objectives: target, geography, seasonality/timing, and reach/frequency. Here are examples of media strategies for each of these objectives. There is more than one way to meet the objectives outlined. Each alternative strategy would be analyzed in terms of it meets the overall media objectives. Media tactics are the details of ones' media plan. By organizing the media planning strategy to match the purchase funnel dynamics, the planner directs media channels that are appropriate to the task at hand. Media strategies should accomplish the objectives outlined in the media plan. Media companies and advertising agency media departments can employ sophisticated software tools for strategic planning. These tools provide quantitative weights for the various media channels within the purchase funnel concept. Channel planning software requires input regarding the communication task-whether it is to raise awareness, change brand perception, or have an impact on point of sale.
