In advertising, what term describes the decisions made by planners to optimize media delivery?

The term that describes the decisions made by planners to optimize media delivery is Media Strategy. This concept involves carefully analyzing which media channels will be most effective for reaching the target audience, determining the timing, frequency, and placements of advertisements to maximize impact. By using media strategy, advertisers can ensure that their messages are delivered through the most appropriate channels—such as television, digital, print, or outdoor—that will resonate with their audience and achieve their marketing objectives.

Media strategy also encompasses budgeting decisions, assessing media consumption habits of the target demographic, and utilizing research insights to guide placement choices. This strategic approach is essential for maximizing return on investment and ensuring that advertising efforts align with the overall goals of the advertising campaign.

Content Strategy, while important, focuses more on the creation and management of the content itself rather than the means by which that content is delivered. The Creative Brief outlines the essential components and direction for the campaign but doesn't specifically address media delivery optimization. Campaign Evaluation pertains to assessing the effectiveness of an advertising campaign post-launch, rather than the strategic planning phase where media decisions are made.