Media strategy
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The term media strategy was created by the advertising industry and is concerned with how messages will be delivered to consumers. It involves: identifying the characteristics of the target audience, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages. Examples of such strategies today have revolved around an integrated marketing communication approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc. This concept has been used among proponents of entertainment-education programming where prosocial messages are embedded into dramatic episodic programs to change the audiences attitudes and behaviours in such areas as family planning, literacy, nutrition, etc. It has been interesting to watch how some have adopted the term mediastrategy over, say, a media plan concept. Advertising agencies created an advertising plan. These days, the term Integrated Marketing Communications, is used to refer to a plan whereby the various channels of media are used in an integrated, common-branded, manner. Non-profits and religious agencies alike strive for mediastrategy plans and the title mediastrategist has replaced media consultant in some organizations. Although few books are written in this area, the Creative Commons licensed free e-book, "Mediastrategy and Christian Witness" is one example.
