Most advertisers spend large budgets to advertise their brands. often perceiving that the campaign did not meet the stated objectives, but reported that goal to all participants in the design and implementation of this campaign?. One of the important keys to the success of an advertising campaign is the decision on media strategy to follow. The media strategy involves not only deciding which media are ideal for the dissemination of the advertising, but also to specify what tactics should be adopted on the planning and buying of media. In many cases the media departments of advertising agencies are the last to know about the work of the creative departments in the implementation of an advertising campaign, executives usually receive account information “basic” work on a plan Media: customer-product, target audience, time of the commercial, the campaign type, duration plan, budget and sometimes, as if this were not enough, one other suggestion on ways to use. But a media planner and buyer needs a lot more than that. A media planner must know the campaign process from the beginning.

You should receive information beyond the “basics” from marketing management, you must know the product to the naked and more importantly, must know the specific intentions of the campaign. The planner must have a detailed briefing of the objectives of the campaign and its communication needs. Only then can ensure a successful media strategy. The media briefing is a document that gathers information and instructions that will guide the actions of concrete work on the campaign. A well-planned media briefing must achieve the gathering of key information about the company and the product category or service, as well as major competing brands of the same, including information on the brand and channel distribution of the brand and its competition. The type of campaign is vital in directing the selection of media. Is it a shot, a revival, a strengthening of the current positioning, or repositioning? They are all different campaigns and focus differently.

The target audience is usually defined based on demographics such as age, sex, income or socioeconomic class, but it is interesting to gather information on buying habits and behaviors, in addition to defining the targets of public primary and secondary. Other information needed to be obtained through the media briefing is intended to be perceived by the consumer wants, when viewing the product advertising. Must be clearly established geographic areas covering the campaign, the budget allocated by region and establish the timetable and exit of advertising media, according to the coordination of marketing management with production and distribution departments. Finally, they must meet in the briefing information on any legal aspect to be considered, ie potential regulations or restrictions, sensitivity to some social group or specific range. This information will allow the planner to develop a media strategy and specific objective, and focused on meeting the objectives of the campaign media.