Media Strategies in Advertising

The use of strategies allows one to accomplish specific goals and objectives. Many commercial entities have achieved market success by choosing and implementing the appropriate strategies; they were able to outperform their rivals and manage numerous risks. Commercial organizations may view these strategies as essential to their on-the-ground performance.

What is the Advertising Strategy?

There are no precise strategy definitions, and developing a "manual" for choosing and carrying out the best one is difficult. Because of this, we frequently see a combination of several types of methods in practice. The emphasis on meticulous preparation and in-depth market understanding are some of their shared traits that contribute to business success. These strategies' primary goal is to achieve the specified media objectives. There is no denying that media play a significant part in marketing communication operations. Different businesses approach advertising in different ways. Small and medium-sized businesses can handle it through their sales or marketing departments, but larger organizations may establish an advertising department. It is critical in both cases to have an advertising strategy to assist them in designing and communicating ads. Advertising is paid non-personal presentation and promotion of ideas, commodities, or services by a specific sponsor.

Types of Media Strategies in Advertising

It includes −

Media Concentration Strategy

A media concentration strategy is a method for reaching a certain target population by concentrating only on a small number of media types. A media concentration method reduces the sorts of media consumers depending on a specific target audience's trend, as opposed to certain other media strategies that use various media. Instead of splitting up its resources to market on many social media platforms, a corporation could only advertise or market on one social media site. Higher market concentration causes outlets to increase internal pluralism or the variety of viewpoints available inside an outlet.

Media Dispersion Strategy

A media dispersion technique reaches its intended and targeted audience by utilizing a wide range of various media categories. This strategy is typically used when the target audience needs to be bigger, more clearly defined, or more challenging to reach.

Earned Media Strategy

Earned Media Strategy (ESM) is the term used to describe brand-related material created, consumed, and shared on online social networks by entities other than the brand—typically consumers. ESM has multiple dimensions and is frequently divided into volume and valence. The volume of earned media impressions users create on behalf of brands (such as retweeting a brand's messages on Twitter) is known as ESM engagement (ENG). The positive and negative feelings expressed in the ESM content are captured by ESM valence.

Paid Media Strategy

Paid media describes sponsored brand-related posts created and paid for by the relevant business. This indicates that businesses produce paid media and are charged by social media platforms like Instagram to display the paid media to users in the social media platform's newsfeed. The paid media consumers are exposed to is frequently identified as "sponsored posts" or "promoted posts."

Owned Media Strategy

Owned media describes social media posts about a brand created by the business and published in the social media channels the business owns. This implies that all posts created by a business and provided at no cost refer to owned media. If a customer "follows" the brand on social media, owned media will appear in their newsfeed.

Developing an Advertising Strategy

Setting Advertising Objectives

An advertising objective is a defined communication job that must be completed within a target audience during a specific period. Advertising aims are defined according to their principal function: inform, convince, or recall.

  • Informative Advertising − It is used to educate consumers about a new product or feature and to generate initial demand. Its goal is to notify the market about pricing changes, correct false impressions, describe available services or brands, establish a brand and corporate image, communicate customer value, inform the market about new products, and suggest new applications for existing products.

  • Persuasive Advertising − It is used to generate selective demand for a brand by convincing people that it provides the best value for money. Persuasive advertising tries to persuade customers to make a purchase right away and to persuade customers to tell others about a company.

  • Reminder Marketing − Advertising is used to maintain client connections and keep customers thinking about a product or service. The goal is to keep the product in the customer's mind and to remind consumers where to purchase the goods.

Setting the Advertising Budget

Following the determination of the objectives, the corporation establishes the advertising budget for each product. An advertising budget estimates a company's promotional spending over a specific period. Companies should make some choices before settling on a certain advertising budget to guarantee that the budget is by their promotional and marketing goals.

Creating an Advertising Message

Advertising can only work if the commercial captures attention and communicates well, no matter how large the budget is. In order to create effective advertising messaging, two factors must be considered.

  • Communication Strategy − The basic goal of an advertisement is to encourage target customers to think about or contact the product or company in a certain way. This can only be accomplished by convincing individuals that there will be a benefit to doing so. Creating an effective messaging plan begins with identifying target customers' benefits that may be used as an advertising appeal. Message strategy is often simple and unambiguous, defining the benefits and positioning points advertisers want to emphasize.

  • Message Execution − Message execution entails determining the ideal style, tone, phrases, and forms to capture the attention and interests of the target market attention and interests. The effect of an advertising message is determined not only by how it is delivered but also by how it is said.

Selecting Advertising Media

After creating an advertising message, the advertiser must pick which medium will transmit the message.

  • Reach measures the percentage of persons in a target market exposed to an advertising campaign over a specific time.

  • Frequency is the number of times an average individual in the target audience is exposed to an advertising message in a certain period.

  • The qualitative value of a message's exposure through a certain medium is media impact (impression).

  • Television, radio, newspapers, direct mail, outdoor advertising, and magazines are the most common forms of media. Each of these media has advantages and disadvantages. Choose a media that successfully and efficiently delivers the intended audience's advertising message. Consider the medium's impact, message efficacy, and expense.

Evaluating Advertising Effectiveness and Returns on Advertising 

Advertisers can evaluate the performance and returns of their advertising in two ways−

  • Communication Effect − Indicates if advertisements and media are effectively communicating. Individual advertisements can be evaluated before or after they are broadcast. Advertisers can advertise to customers before placing it, ask how they feel about it, and assess message recall or attitude changes resulting from it. Advertisers may track how an advertisement impacts memory, product awareness, knowledge, and preference after it has run.

  • Profits and sales − Although it is difficult for advertisers to directly quantify the results of an advertisement in terms of sales and profits, they may compare prior sales and profits with past advertising expenditures. Experiments are another method for assessing the returns on sales and promotion.

Marketing Mix

The marketing mix collects controllable factors that a business uses to appeal to a target market (group). A typical marketing mix includes a product offered for sale, with some advertising to inform potential customers about the product and a method of reaching the customer. Combining the four P's of marketing into a marketing program to enable the possibility of exchange with customers in the marketplace is the fundamental task of marketing. The four P's are −

  • Product − The product is a collection of tangible and intangible features of the manufacturer's items given to customers.

  • Price − Price is the sum of money requested in exchange for "anything" of worth.

  • Place − Place designates the location or point at which the goods are made accessible for purchase.

  • People − The services are offered with the assistance of the staff and the clients. Delivery of the services to the clients involves direct communication. Therefore, it is crucial to manage people well to promote services efficiently.


Several sorts may seem excellent to us during media planning, especially when choosing the proper media strategy. Every form of strategy is, or rather, can be, effective in general; however, this depends on several variables that ultimately influence how the strategy is implemented. It is quite rare to be able to state that one technique is noticeably superior to another (or several). As a result, many combinations of diverse strategies are employed in practice, and the choice of a particular combination relies on the scenario at hand, marketing objectives, the nature of the product, the target market, etc.

Updated on: 28-Apr-2023


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