Media strategy, as used in the advertising or content delivery (online broadcasting) industries, is concerned with how messages will be delivered to consumers or niche markets. It involves: identifying the characteristics of the target audience or market, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience or market pertinent to the initial brief. Examples of such strategies today have revolved around an Integrated Marketing Communications approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.
This concept has been used among proponents of entertainment-education programming where pro-social messages are embedded into dramatic episodic programs to change the audiences attitudes and behaviors in such areas as family planning, literacy, nutrition, smoking, etc.
Wikimedia Foundation. 2010.
Look at other dictionaries:
media strategy — UK US noun [C] MARKETING, COMMUNICATIONS ► a plan for advertising a product or service that includes newspapers, magazines, television, radio, and the internet: »The group is looking for a single specialist to design its global media strategy … Financial and business terms
media strategy — / mi:diə ˌstrætədʒi/ noun action plans for achieving media objectives … Marketing dictionary in english
Media manipulation — is an aspect of public relations in which partisans create an image or argument that favours their particular interests. Such tactics may include the use of logical fallacies and propaganda techniques, and often involve the suppression of… … Wikipedia
Strategy video game — Part of a series on … Wikipedia
Media literacy — is a repertoire of competences that enable people to analyze, evaluate, and create messages in a wide variety of media modes, genres, and forms. Contents 1 Education 2 History 2.1 United Kingdom 2.2 Australia … Wikipedia
Media naturalness theory — was developed by Ned Kock. This theory is sometimes referred to as the psychobiological model, or compensatory adaptation theory. It has been used to understand human behavior toward technology in various contexts, such as: education,… … Wikipedia
Media Planners — Media Planner is a job title in an advertising agency or media planning and buying agency [ [http://www.capstonemedia.com Capstone Media ] ] , responsible for selecting media for advertisement placement on behalf of their clients. The main aim of … Wikipedia
Media Chinese International — Limited Format Broadsheet Owner Media Chinese International Limited Language Chinese Headquarters Malaysia Official website  … Wikipedia
Media Engagement Framework — The Media Engagement Framework The Media Engagement Framework is a strategic construct used by marketing professionals to understand the behavior of social media marketing based audiences. The Media Engagement Framework consists of the… … Wikipedia
Media reform — refers to proposed attempts to reform mass media towards an agenda which is more in tune with public needs and away from a perceived bias toward corporate (or, in many cases, government or political) biases. Media reform advocates also place a… … Wikipedia