9 Considerations for Media Strategy Development

The criteria for determining media selection are as follows:

  1. The Media Objective
    • To nurture brand loyalty?
    • To make a sale?
    • To generate new customers?
    • To inform?
    • To introduce a new product?
    • To generate a lead?
  2. The Prime Prospect
    • Who is the primary or key decision maker influencing the demand and purchase of the product? Are they heavy, potential users, a discreet, defined market? Can we minimise media waste?
    • Is it the purchaser or the end user?
    • Is it a member of the family unit, peer group, technical adviser/specialist consultant, secretary, etc.?
    • What are the key characteristics of this prime prospect in relation to the product category, and general description in terms of psychographic (lifestyle) and demographic attributes?
    • Are there any media habits that this prime prospect market segment have in common that helps describe them further. Do we have a Photosort profile of the prime prospect?
    • Of the secondary influencers in the decision making process, what ranking of importance do they have and what consideration should be given to them in the development of the media strategy?
  3. The Decision Making Process
    • Is the decision to purchase this product or service invariably made impulsively, or over a protracted period of time?
    • Is the decision made emotionally with no need to justify, or is it a decision that is going to need specific logical support?
    • Can the message be given at a moment when the consumer has the time to consider it?
    • Can the message be given so that the consumer can act on it and purchase at this moment when motivation is likely to be very high?
    • Is the brand of the product or service going to play a significant role in the decision making process?
    • Is there a need for an incentive offer to turn intention to purchase, into action?
    • Which senses of sight, sound, taste, etc., are most engaged in the appeal of the product or service?
    • Is there a time of the day, week, season or year when interest in the product or service is most likely to be heightened?
    • Is the consideration, purchase or use of this product or service associated with the purchase and/or use of any other products or services, and hence can be taken advantage of?
    • Is the consideration, purchase or use of this product or service associated with any other lifestyle activities and/or events?
    • Are there any climatic factors of which we take advantage, in prompting consideration , purchase and use of the product or service?
  4. Considerations required to Maximise Creative and Media Compatibility
  5. Product or Service Distribution
    • Are there any distribution factors that require specific consideration in the development of a media strategy? That is, is the product or service readily available in the retail environment where the consumer would be likely to consider its purchase and expect to find it, or does its distribution necessitate more conscious planning? This is particularly crucial when launching genuinely new products for which there is no competitor or substitute.
    • How is our communication's strategy integrated with, and linked to, our sales and distribution, to allow maximum follow through and sales?
  6. Geographic Market Coverage
    • Do we wish to confine the offer to a defined geographic area or specific market segment?
  7. The Time Frame in which the Business Objective of the Campaign is to be Achieved
  8. The Budget
  9. The Competitive Advertising Activity

    Having reviewed these qualitative considerations, it is then necessary to apply the quantitative measures, and then make the best value judgement available to us. Regrettably, the quantitative measures available for consideration, inadequately match the many highly important qualitative determinants.

    At the end of the day, if we approach the resolution of our media strategy in the manner outlined above, survey data will really only be required for the fine-tuning of selection from competitors within the one medium, rather than the broader area of media selection.