Media strategy
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Media strategy, as used in the
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
Overview
Media is a means or tool that is used to express and communicate messages to targeted audiences.[1] There are various types of media, including but not limited to visual media, audio media, and traditional folk art media. Those can also overlap with each other, television is a typical example of visual-audio media. Strategy, on the other hand, is a plan created to help an individual or organization to achieve certain goals.[2] Media strategy, specifically, is commonly applied in the public relations, marketing and advertising industries. By leveraging different forms of medium, media strategy could efficiently play an effect in establishing a good customer relationship, building a decent brand image, improving flatten sales revenue, and so on.
Stages
In the way of generating a media strategy, there are three stages of building a strategic framework- initiation, diffusion, and maturity,
Case studies
Old Spice, an American old male grooming product brand, hits a huge marketing success by orchestrating social media campaigns for a correct targeted social group.[2] Even though men are the direct consumers of Old Spice body wash product, they rarely purchase it by themselves whereas women are the actual buyers of men’s body wash. In terms of such quantitative research findings, Old Spice tailored a series of social media campaigns to attract female consumers and finally led to a steep increase in sales.[2] Therefore, media strategy could be especially beneficial and profit-driven when implemented to the right target audiences, and doing research is an efficient approach to verify the target group. Looking back to the Old Spice’s case, social media strategy is not just to create networking effects and viral influence. The terminal goal is to pinpoint the most appropriate medium to reach out to the target audience and thus convey messages efficiently.[4]
See also
References
- ISBN 9789388028905.
- ^ ISBN 9781538138182.
- ^ ISSN 0268-4012.
- ^ Richardson, Paul; Choong, Peggy; Parker, Mark (2016). "Social Media Marketing Strategy: Theory and Research Propositions" (PDF). Journal of Marketing Development and Competitiveness. 10 (2).