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Media strategy, as used in the advertising industry, is concerned with how messages will be delivered to consumers. It involves: identifying the characteristics of the target audience, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience pertinent to the initial brief. Examples of such strategies today have revolved around an integrated marketing communication approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.
This concept has been used among proponents of entertainment-education programming where pro social messages are embedded into dramatic episodic programs to change the audiences attitudes and behaviors in such areas as family planning, literacy, nutrition, smoking, etc.