New Methods for Media Strategy Development in Economic Crisis Conditions
The article is devoted to the changes that occurred during the last decade in the development of the media strategy at the enterprise. The media strategy development is under the economic crisis pressure, the companies are focused on marketing cost optimization, more detailed analysis in order to involve the efficient media channels. The economic crisis has a negative issue both for the customers and for the company’s employees, who are responsible for media strategy development. The requirements and expectations are becoming stricter; the resources for goals achievement are limited. The algorithm for media strategy development emphasizes the attention to the first stages, where the setting aims, the efficient of criteria are becoming the crucial. The list of media carriers chosen and used by advertisers is changing. Internet advertising and «new media» are an integral part of the company’s modern media plan. The article based on in-depth interviews survey with marketing and advertising managers for foreign automobile brands at regional market of Yekaterinburg, Russia. The comparative analysis of two media plans for 2007 and 2017 permits to reveal the significant differences in media preferences and cost structure for brand promotion.