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 and who should receive messages. It defines 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.
The term Integrated Marketing Communications, is used to refer to a plan whereby the various channels of media such as advertising, public relations, events, direct response media, etc. are used in an integrated, common-branded, manner.
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