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IMC Individual Questions: Chapter Five 1. Discuss the various factors that influence media strategy. Site examples. 2. Describe the main sections of a media plan. 3. Media objectives are clearly worded statements that outline what the plan is to accomplish and include five issues. Name and describe these five issues. 4. How important is the nature of the message? 5. Describe the six media scheduling options available, giving a Manitoba or Canadian example to illustrate each. IF

1. There are several factors influencing media strategy of a firm. These are discussed below-
Nature of product: Nature of the products sold by a company plays a very crucial role in influencing their media strategy. For example, an industrial product would be advertised in print media and broadcast media. Some products cannot be advertised on mass media like cigarettes, alcohol etc.
Potential market: The firm would select their media strategy as per the demographics of potential market. For example, companies selling sports footwear and apparels would place their advertisements in sports magazines, whereas those selling artificial jewelry in fashion magazines.
Distribution channel: The distribution channel is also very crucial to identify the media strategy of a firm. It would depend upon the coverage of the distribution channel like local or regional retailer and distributions or international distribution.
Budget: Budget is also a crucial factor in deciding the media strategy of a firm as it would assist the company in making decisions like whether to go for full page or half page advertising in a newspaper.
Advertising objective: The advertising objective also decides the selection of media channels, advertisement/ promotional messages, etc.
2. Media plan refers to the action plan provided by a media planning firm to its client containing the detailed media strategy and cost involved in implementing it. The main sections of a media plan includes advertising objectives, selection of media mix, market and geographic coverage, reach and frequency of the media mix, scheduling of advertisement and estimated budget. It would also contain the strategy required to achieve the particular objectives and steps involved in execution of strategy.
3. There are five issues involved in determination of marketing objective. These include the following- 1) Selection of target market, 2) Identification of advertising message required to be delivered by the company, 3) Determination of media priorities, 4) Selection of the time of advertisement, and 5) Deciding the number, frequency and length of advertisement.
4. Nature of message is very crucial in selection of advertising media for a firm. Sometimes a firm can use a message which is suitable for different advertising media channels. However, sometimes they might use different messages on different media channels. Nature of message also decides the use a specific media channels. For example, slogan based campaigns are fit for different media channels. However, if the message needs to demonstrate the usefulness of a product and its features, then television would be best medium for the same.
 
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