The Media Strategy determines how to bring the copy to the customer.
Its very goal is to support the marketing objective by providing, f.i.
- Larger reach; and/or
- Higher frequency; and/or
- Higher awareness levels; and or…
among product category users over major competitors with comparable marketing support.
This is the only strategy written including executive elements, such as Brand Awareness (Unsolicited: 50%, Solicited: 85%), Advertising Pressure (Reach: 85%, Frequency: 5 Opportunities To See), and other parameters.