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Media Matrix

If you have to define objectives for campaigns and then reveal strengths and weaknesses, you can create a media matrix on a spreadsheet with drawing tools. With the proper objects applied, you can decide what media to buy and how much to buy. For example, TV might offer strong image advertising and brand awareness but other campaigns might be more effective in their reach to the consumer. Look at the example in Figure 5.30. With the use of Wingding font style, octagon and oval objects, along with spreadsheet formats, you can create visual concepts for media spending and impact.

Figure 5.30. Apply drawing tools to spreadsheets to create visual media plans and spending.



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