Media Policy V Media Strategy

What is Media policy versus Media Strategy?

Too often many marketers and advertisers create a plan that misses these first two steps. They tend to go to the plan firstly because they know what they want and it worked before. Nothing wrong in that, except the media scene changes by the second, just like a stock market.
If your plan has not had a reality check of late, then here's the reason why Media Policy and Media Strategy make sense.

Media Policy is about why you would even invest one dollar into any form of media. Does it make good sense to advertise or create content at a particular point in time. What are the real reasons for spending and what impact is it likely to have on your business.

Media Strategy is the how to part of the equation. What are the optimum methods, seasonality, target markets, geographic regions and sub markets.

If these two categories start to make sense then the rest falls into place...budget,timing, negotiation, booking, post analysis.
Your Media Policy and Media Strategy need constant review due to the changing nature of the media scene. One size no longer fits all in media.
Consider 2012 as the time to refresh your Media Policy and Media Strategy.