Media is important for marketing success because it is the conduit for advertising to reach the target audience. Good communication and advertising through effective media selection and placement are crucial elements for selling products and services. Poor media plans that deliver the wrong message to the wrong audience at the wrong time can sabotage entire marketing campaigns.

1. Why is Media Important?
• Advertising = Communication
• Media = Conduit for Advertising to
reach Audience

2. Why is Media Important?
• Paid, Earned and Owned Media
–Paid Media is Advertising
–Earned Media is Public Relations
–Owned Media is Original Content

3. Why is Media Important?
Good Communication
Plus Good Advertising
Equals Marketing Success.

4. Why is Media Important?
No matter your role within a
marketing organization, your focus
should be on the sale of a product or
service. Media is a crucial element for
this.

5. Why is Media Important?
Reason 1:
The largest line item in the advertising
budget.

6. Why is Media Important?
Reason 2:
Poor media plans sabotage entire
campaigns. Great message to the
wrong audience and wrong time
results in FAILURE.

7. Why is Media Important?
Reason 3:
Others involved in the campaign may
overlook it. Be professional, take
ownership and protect the campaign’s
success.

8. Why is Media Important?
Reason 4:
It’s critical to the Brand. Good media
with sub-par creative will outperform
sub-par media with Epic creative.

9. Why is Media Important?
Reason 5:
Clients are part of the target audience.
They like being exposed to their own
campaigns.

10. Why is Media Important?
Reason 6:
Strategic media selection underscores
and enhances product positioning.

11. Why is Media Important?
Reason 7:
Because it’s always changing.

12. Why is Media Important?
Reason 8:
Efficiency and effectiveness are always
changing. ROI and bottom line
increasingly important to clients.

13. Why is Media Important?
Reason 9:
Strategic and well placed media is
efficient and avoids overlap, excessive
frequency and waste.

14. Why is Media Important?
Reason 10:
Efficient media frees up more budget
to be allocated to more marketing
channels. This helps ensure marketing
success.