Keyword: typically kicks in downsteam of the new offer development. then media planners often start by reverse engineering the media strategies of benchmark brands. advertisers need to rethink this Advertising Media Planning process. media strategy development should start much earlier … right when the opportunity is first being sized, the target is being determined, and the way that consumers seek and share information about the purchase is understood. in fact, the media strategy might be the source of the innovation (e.g. dove campaign for real beauty) and the best way to choose among different concepts. integrating media and offer into a quest for something new, different, and incremental means the advertiser needs to “run the media strategy meetings”.
