EFFECT OF MEDIA MARKET TRENDS: A REVIEW
Keywords:
Media market, Media planningAbstract
Media planning, the role of selecting the most efficient media channels through which to deliver effective marketing communications continues to be complicated by the ongoing digitization and proliferation of media vehicles and resulting fragmentation of target audiences. This research evaluates how the underlying media selection decision making processes, such as targeting and effective frequency modeling, are changing, and whether a new planning process framework can be identified to integrate such media decisions and improve the delivery cross-media effectiveness. Therefore, the media is considered as communication tools and significant elements of advertising or communication campaigns. Selection of suitable media space is thus the basic principle of media planning and an inherent part of media strategy. The article focuses on the significance, role and position of strategies in the process of media planning; the author defines the basic types of media strategies and the main criteria for selecting the appropriate media strategy.
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