With a limited amount of available resources, the first method of survival would be for the business to become smaller, more efficient, and better able to survive on fewer resources.

Whereas, the second method of business survival would be to respond to the same pressure by developing capabilities that broaden their markets.

Although it may be more commonly advised for businesses to tighten their focus during tough economic times, the second method of survival may be a superior option for some businesses.  Learning to expand their focus by thinking outside the box and utilizing a variety of resources could give them just the strategic advantage necessary to outsmart their competitors.

Strategic Media Planning means outlining the extent to which an organization can get the greatest reach and the maximum response for services, products or programs offered.

Strategic Media Planning involves outlining short-term objectives or long-term campaigns, or a combination of the two.

First we need to identify the market segments most appropriate for delivering the message. Then a detailed analysis determines specifically who the target groups are, where they are located and exactly when they should be presented with the message.

The most important analysis involves identifying which media will be the most effective in delivering the message to our target audience.

3 Steps to Strategic Media Planning

• Identify the target group or target market.
• Identify the appropriate media needed to reach the target market.
• Deliver the right message at the right time to the right target market.