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Effective Media Strategies

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About the author

Russell LLC
Level
Advanced
Study
psychology
School/University
IUPUI

About the document

Jenna M.
Published date
Language
documents in English
Format
Word
Type
term papers
Pages
18 pages
Level
Advanced
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  1. Goal
  2. Determining possible media
  3. Teories that have shaped the way we understand the effects of media
    1. Agenda-setting
    2. Framing
    3. Priming
  4. Define the audience
  5. Budget
  6. Plan, timeline, and management

In determining the five most critical aspects of a media strategy, our group immediately noticed that there was correlation between the question asked and a portion of our class notes. In class on October 15, 2007, Dr. Parrish-Sprowl identified what he believed to be the most important aspects of an effective media strategy. As graduate students, we felt it necessary to get secondary sources to confirm these five aspects and thus each section includes an additional resource that states the importance of the particular ingredient that is needed for an effective media strategy. The five most important aspects of an effective media strategy are : defining a goal, choosing the media you will use, selecting a target audience, creating and following a budget, and planning, timeline, and management. These items are all interrelated and are of equal importance, although the weight and attention given to them may vary depending on the particular media strategy.

[...] The tobacco industry created one of the most successful and long-running media strategies which spends $239 million dollars on advertising in Indiana alone and over 150 billion packages of cigarettes in the United States during 2006 (Springstun, 2007). We might also measure the success of a particular media strategy by the number of people who are persuaded by its discourse which can be evidenced through the number of new television programs or books which tout certain ideas. We have explored this phenomenon through David Brock's vehicle, Republican Noise Machine,? which documents how right-wing groups pressure the media and dominate the national discourse. [...]


[...] We know as informed students of communication that many times, media strategies fail. We will now examine a case in which the prime reason for failure was due to the media chosen to deliver the message. During the 2003 China SARS outburst, Chinese people struggled with the highly infective bacteria, and more stunningly, with the rumors and lies. The latter even accrued to the breaking point from which the Beijing government, Chinese news media, and Chinese people started the slow but continuing changes in terms of policies, news reporting, and public opinions. [...]


[...] All of the strategies discussed thus far were extremely effective with very clearly defined goals that allowed the media campaigns to move along and arrive at the predetermined destination. However, many media strategies fail, and often we do not hear about them because they obviously do not get the attention that successful strategies do. As a media strategist though, it is important to study instances where the goal was defined poorly and to see how this can destroy a media strategy. [...]

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