A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication(SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation.
Media research is the study of the social, psychological and physical aspects and effects of the different mass media.
Media scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. The classic scheduling models are Continuity, Flighting and Pulsing.
In advertising management, media buying is the procurement of media inventory. The media buyingfunction negotiates price and placement for advertisements.
All marketing material has to be identified as coming from a certain sender to be effective. Thus the Company must be represented on the medium. A proper corporate identity however demands that the ‘personality’ of the brand should always be present. A well structured corporate identity ensures that any material created, in the myriads of print, digital and broadcast media, speaks with one voice.