Media Strategies aredeveloped to achieve the ascertained objectives and thus get the right actionimplemented for the organization.TheMedia MixThere are a largenumber of options when it comes to the selection of the right media plan forthe organization, some organizations prefer to use only one medium whereas somelike to use a combination of many mediums.
Certain factors like budget,characteristics of the product, and preferences of customers are consideredbefore finalizing the media mix.The biggest advantageof the media mix is the versatility that it provides to the marketing of theproduct i.e. every medium has its own set of advantages and by combination of anumber of mediums the advantages increases which helps in increasing the visibilityof the product and thus increasing the coverage, reach and frequency of theproduct or the brand.TargetMarket CoverageThere is differentplans and budgets allocated to different markets, so it is the decision and theresponsibility of the media planner to choose how much emphasis he wants tolevy on different target markets. The objectives is to get the messagedelivered to the prospective buyers and thus achieve the coverage of themarket, and to attain this objective the best target market is given the mostimportance.
There is an importantfactor which the media planner needs to keep in mind when it comes to achievethe aforesaid objective. If in a market the media coverage exceeds the numberof target audience then there would be overexposure of media which is alsocalled waste coverage, as it reaches to the people who are not potentialbuyers, which is a waste of efforts for the organization. This case happensrarely as there is a budget constraint for all the organizations, and they allwant to get return on every penny they spend, so usually waste coverage doesn’thappens, on the contrary most of the times organizations have to live with lesscoverage than desired.Sometimes theorganizations are happy to accept waste coverage because of certain benefitslike, for example in the case of an advertisement during a football match on atelevision, it happens that not all the people watching are potential customersso there is a waste coverage, but they are ready to accept it because a verylarge number of people can be targeted through it, of which many are potentialbuyers. SchedulingAs a media planner onewould always want that the advertisement of their products is in front of thecustomers all the time as a constant reminder of their product, so thatwhenever a customer thinks of buying anything in that segment their productbecomes the first choice, but that is not the case due to budget constraintsand some other factors as well.
The main motive behind scheduling is that thetime at which advertisement is done is in sync with the time when a largenumber of potential buyers are watching the advertisement. There are threemethods of scheduling.· Continuity-Itrefers to a continuous pattern of advertising; a pattern can be of any formi.
e. daily, weekly, monthly or yearly. The main objective behind suchscheduling is that a constant visibility of the product is maintained in frontof the customers, which helps in becoming the first choice of the customers. Itis used in the case of daily need products or non-seasonal products.· Fighting-it is a bit irregular as compared to the continuity method i.e.
in this type ofscheduling there may be times where the media planner chooses to advertiseheavily, and also sometimes there may be times when he doesn’t advertises atall. It is mainly used in the case of seasonal products or the products which aremore prevalent during specific period of time. Snow skies for example areadvertised only during a specific time of the year, because it will be uselessto advertise them on the remaining time, when they are not available.· Pulsing-Itis actually a combination of the previous two methods, as a continuousscheduling is done is done at a small scale and also at certain times when theproduct is most prevalent heavy advertisements at certain times is also done.
It actually depends on the buying cycle and budget provided to the mediaplanners.Each of method ofscheduling has its own advantages or disadvantages, but through a researchstudy it has been found out, that pulsing method is the best as it maintains abalance of continuity which ensures visibility, as well as gives the benefit offighting i.e.
high promotion during certain times.GeographicCoverage It is not a wisedecision to promote a product in the area in which it may not be used, unlessyou can generate an increase in interest in that area. So the idea of promotingdifferently in terms of pattern and scheduling in different areas is justified,as it is only beneficial and important for the media planner to input rightsources into the right geographical market, as otherwise it may lead to wasteof resources for the organization.