Like all commodities, media has a use by date and that means predicting the onset of Media Decay. Essentially what this means is how much media do you need and how long do you advertise. When is the right time to stop and how much media is required to effectively impact your audience. The answer to this question lies in analysing a number of factors in the planning stage and prior to the launch of a campaign and through that analysis determine when Media Decay will set in. How often do you see and hear campaigns that you no longer take any notice ? The media becomes wall paper and you simply do not pay attention. This is a good example of Media Decay, when the campaign has passed the point of effective frequency and no matter how much you spend, it is simply a waste of media budget.
If your media policy, media strategy, media planning, media buying and media audit are suffering from Media Decay , it's time to seek an independent media specialist.
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