Media management is a
research area where three important social sciences, Communication,
Administration and Advertising converge. The main objective of this is to plan
and develop strategies, develop content and appropriate materials to capture
the attention of a specific sector, whether to sell a product, a service,
inform a news or promote a character.
Those responsible for
managing this area use organizational skills, marketing strategies, economic
understanding of the media and knowledge of different software tools to achieve
an effective and successful implementation.
The immediacy,
credibility, singularity and precision at the beginning of our context will be
decisive to catch the recipient, managing to capture their attention and thus
the possibility of receiving the message, promotion or news that we are
transmitting completely. The aim is to convince, to delude, to seduce...
everything is susceptible to being "bought".
An example of Media
Management is what happened with Juan Valdez, the most important Colombian
coffee brand globally, who achieved his international positioning with the
photo of a farmer and his cargo donkey. As it did? The communicative strategy
consisted in giving greater visibility to the product and resorted to values
such as simplicity and the value of the traditional. Everything was in tune:
the product line, the decoration of the premises, the advertising spots ... At
present, the brand has managed to reach the five continents and has even become
one of the strongest competitors of multinationals such as Starbucks.
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