The overall marcom goal is to reach the right person, at the right time, at the right point of contact, with the right message. So, the essence of a media strategy – whether for advertising or for public relations, is to determine:
- Which vehicles to use,
- At what levels of reach and frequency
- In what proportions relative to other mediums
- The best time to use them.
What are points of contact?
People need different information as they move through the various stages of awareness, preference, desire and purchase. A team (especially the media planner, PR person and promotions specialist) will look at these options to get the right message at the right point of customer contact:
- In home: print, newspapers, magazines, mail, TV, etc.
- In transit: outdoor boards, bus shelters
- Point of sale: signage, packaging, demos, kiosks, sampling
- During use: inside or on the package, in-flight, on- air promotions, etc.
Another way to look at media options is to divide them into three basic delivery vehicles:
- Electronic: broadcast, satellite, online, kiosks (includes TV, radio, Internet)
- Print: newspapers, magazines, outdoor, etc.
- Human contact: sampling, events, telemarketing, trade shows, etc.