Planning and preparation of software for mass media.
The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal. The media plan is broken down into four stages; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up
Similarities can be made to other marketing concepts such as the consumer decision-making process with comparisons such as, increasing brand awareness and knowledge, improving brand image, and the maximization of customer satisfaction.
The first phase of any media plan is the initial market analysis, which consists of a situation analysis and the marketing strategy plan. These form the basis of information which the rest of the media plan is reliant on.The purpose of a situation analysis is to understand the marketing problem, in relation to their competitors. For example, undertaking an internal and external review or competitive strategy evaluation.
The marketing strategy
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