Home Page The Advertising Media Internet Center

Telmar Home Page


Media Guru

Guru Search Results: 3 matches were found

Saturday, October 04, 2003 #6187
What are the guidelines for writing a good media brief Inqusitive - India

The Media Guru Answers(Saturday, October 04, 2003 ):
Of course clear and concise language is critical. Otherwise Click here to see Guru's media brief specifics.

Saturday, September 13, 2003 #6156
what is a media brief? wht are it components?

The Media Guru Answers(Sunday, September 14, 2003 ):
A media brief is a document, usually from the account group or advertser's marketing staff, providing the information a planner needs to create the objectives, strategies and media selections of a media plan. Details such as budget, seasonality creative message, target, etc. are included. See the Guru's Parts of a Media Plan as a guide to the information needed.

Thursday, April 12, 2001 #4324
Dear Guru, we are working on a sort of educational document for an important client. What we have in mind is: what should the ideal media briefing look like, som basic media terms (GRP, OTS, coverage,...), what is the difference between strategic and tactical planning, media-memorisation, ... I was wondering if you have some examples of such documents that could give us an idea of such a presentation. Thanks for your help.

The Media Guru Answers(Thursday, April 12, 2001 ):
To determine the right media briefing, you must know your audience:
  • What do they already know?
  • What do they want to know?
  • What do they need to know for future interactions?

From the syntax of your query, you seem to use British media terms (like OTS, rarely heard in the U.S.), but your email address is in Belgium. Therefore the Guru is hesitant to try to list the media terms most relevant for your needs. As a broad guide, see the Guru's Parts of a Media Plan and the Guru's Media Terms, keeping in mind that these are often U.S. - specific.

You may click here to see past Guru discussion of strategy versus tactics but briefly, tactics are specific courses of action taken to implement strategies. For example using TV is a tactic to achieve a strategy of attaining high reach towards and awareness-building objective.