Media Strategy, as part of the Advertising process, involves designing a course of action that shows how Advertising time and Space will be used to the achievement of marketing objectives.

The importance of media lies within its task, that is,

• to reach the right people
• at the right time,
• in the right place
• with the right message

However, with the advent of new technology, like mobile and social networking websites, such as facebook, followed by time starved consumers who are trying to survive a recession, the right people are not always in the right place at the right time!

Therefore it has become detrimental to Company’s, that they spend more time researching their potential consumers shopping habits.

They need to realize that the time of placing a 30″ ad on Television and hoping for everyone to come running is long gone, what is needed is an integrated approach with a lot more engagement of consumers.

After all, you only have a product, if you have a consumer.

A Media Strategy exists to fulfill this Marketing Strategy.