Media strategy, as used in the advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 or content delivery

Content delivery

Content delivery describes the delivery of media content such as audio, video, computer software and video games over a delivery medium such as broadcasting or the Internet.Content delivery has two parts:...

 (online broadcasting) industries, is concerned with how messages will be delivered to consumer

Consumer

Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...

s or niche markets. It involves: identifying the characteristics of the target audience or market, who should receive messages and defining the characteristics of the media

Mass media

Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...

 that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience

Target audience

In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed .....

 or market pertinent to the initial brief. Examples of such strategies today have revolved around an Integrated Marketing Communications

Integrated Marketing Communications

Integrated Marketing Communications is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact...

 approach whereby multiple channels of media are used i.e. advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

, public relations

Public relations

Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....

, events, direct response media, etc.

This concept has been used among proponents of entertainment

Entertainment

Entertainment consists of any activity which provides a diversion or permits people to amuse themselves in their leisure time. Entertainment is generally passive, such as watching opera or a movie. Active forms of amusement, such as sports, are more often considered to be recreation...

-education programming where pro-social messages are embedded into dramatic episodic programs to change the audiences attitudes and behaviors in such areas as family planning

Family planning

Family planning is the planning of when to have children, and the use of birth control and other techniques to implement such plans. Other techniques commonly used include sexuality education, prevention and management of sexually transmitted infections, pre-conception counseling and...

, literacy

Literacy

Literacy has traditionally been described as the ability to read for knowledge, write coherently and think critically about printed material.Literacy represents the lifelong, intellectual process of gaining meaning from print...

, nutrition

Nutrition

Nutrition is the provision, to cells and organisms, of the materials necessary to support life. Many common health problems can be prevented or alleviated with a healthy diet....

, smoking, etc.