There is more proliferation of media than ever before - terrestrial and satel- lite TV, digital TV, iTV/Web TV, direct selling activity, direct mail, e-mail, WAP phones, and magazines, cinema posters, media, digital radio. There is a profusion of channels, platforms and other media, and even a recent revival in door-to-door campaigns. Opportunities abound for promotion, PR and sponsorship on the plethora of new TV channels and Websites, not to mention partnership deals.
Whilst brand managers can't take a view across the brand, the marketing director is generally too busy to take a view across these media platforms. No agency in the UK, or anywhere, is capable of being an expert across all these media, no matter what they tell you. Therefore, someone has to manage a roster of agencies and relationships. We will consider the key issues that the media marketer needs to consider in developing a media strategy in consultation with the marketing director and other brand managers.