How Do I Choose the Best Media Relations Strategy?

Media strategy refers to the skill of selecting and using advertising media reasonably. It mainly includes media selection strategy and media combination strategy. The main basis for selection and use are: (1) the object of communication, that is, the characteristics of the advertising audience, such as age, gender, consumption habits, psychological characteristics, and media exposure; etc .; Use value, price, packaging, services, and their requirements for media communication; (3) Characteristics of advertising media, such as the number of releases, scope, audiovisual rate, advertising costs, speed of transmission, quality, limitations, and publishing requirements; ) The characteristics of the disseminated information, such as advertising content, expressions, etc .; (5) marketing characteristics; (6) competition dynamics. ^[1]

Media strategy

In order to ensure that the decision-making activities of media planning are effective and fast in carrying out various decision-making resources, planners must formulate media planning through scientific methods. Media planning activities generally follow the steps below. 1 Form analysis 2 Marketing plan 3 Advertising plan 4 Determine media goals (translate marketing advertising strategies into what the media can accomplish) 5 Develop media strategies (developing media goals into strategic ideas to guide and restrict media planners' choice of media And use) 6 media type selection (clear which type of media is suitable for the goals of the media. And the integration relationship between the various media. The comparative analysis of the actual media during the selection process) 7 specific media selection (using predetermined criteria to select media 8Media Buying Decisions)

Any media strategy does not lack the analysis of market background and marketing forms. The content of market background analysis includes: 1 analysis of industry conditions: industry and company business scope, industry characteristics, industry development trends, corporate visibility, reputation, company Market position 2 product analysis, product function, product characteristics, product quality, product design and packaging use, product mix, pricing, product life cycle, 3 competitive analysis: definition of competitors, strength analysis, weakness analysis, rival marketing Analysis 4 Consumer Analysis: Demographic Analysis, Geographic Analysis, Consumer Psychological Analysis, Behavior Analysis, Consumer Decision Analysis, 5 Channel Analysis: Sales Hierarchy Analysis: Analysis of the Type of Distribution Network Theory Used, Dealer Analysis, 6 Macro Environment Analysis

Factors Affecting Media Goal Setting

1 Target consumer group: The target consumer group is close to the target consumer group. The target group is the group targeted by public policy. The target group analysis based on the group's economic ability, cultural level, regional factors, historical traditions, etc. is to determine who the information is transmitted to. The problem. The target group analysis is consistent with the positioning of the project in the early stage. On this basis, individual analysis and research should be performed on the identified target group. The research level includes the target group's purchase motivation analysis, purchase decision influence crowd analysis, and purchase decision ...

2 sales area

Geographical sales is a sales strategy

3 marketing efforts

Vigorously increase marketing efforts,

4 Advertising budget

That company wants to have an endless amount of advertising budget so that it can always advertise and improve its brand influence and sales volume. But in fact, the advertising budget of each company is fixed, or it is still in a difficult period. In a limited advertising budget, how to maximize the effectiveness of advertising is the goal of our advertising planning.

New media is an emerging media strategy