For most people media is an external force, you see it, hear it and can even touch it. It is there for a momentary experience and then goes away. After that some of the media experience stays in your conscious mind. Mostly the experience goes into your sub conscious mind, where the message is recalled at a later time.
So what goes on onside the media before you see it or hear it ? What happens is a non scientific creative process to win over your heart and mind and the medium hopes that you remain loyal to them. This means that there are many decisions made on what will appeal to their audience and therefore appeal to your media budget. Spend your media budget with us is what the medium wants you to do. This opens up a myriad of opportunities for advertisers and marketers to participate with a medium . Generally these opportunities are not presented to you. The aim of the medium is to fill their standard advertising time / space offerings and are designed to maximise their revenue, not necessarily your impact and exposure. Yes there is more to the art of media buying than choosing from a Chinese restaurant menu.
If your media buying is lacking and all you get is the same old time and space, then seek an independent media specialist who knows how to dig deeper and get into the fabric of a medium. Your impact and ROI will rise enormously.
Have you turned the media key?
If your Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit are not digging deeper then it's time for a refresh.
Media Futures presents industry articles in the constant quest to improve return on media investment.