A campaign's media strategy should be primarily based on what factor?

A campaign's media strategy should be primarily based on business objectives because these objectives serve as the guiding principles for what the campaign aims to achieve. Business objectives define the overall goals of the campaign, such as increasing brand awareness, driving website traffic, generating leads, or boosting sales. By aligning the media strategy with these objectives, marketers can ensure that all media planning and buying decisions are focused on actions that support the overall success of the business.

The media strategy will leverage the appropriate channels, messaging, and budgeting to effectively reach the target audience and fulfill the stated objectives. This results in a more coherent campaign that is strategically designed to achieve measurable outcomes that contribute to the broader goals of the business.

While factors like seasonal trends, target audience size, and market research are important in the media planning process, they ultimately serve to inform and refine the strategy that is aligned with the business's objectives. For instance, understanding target audience size can help in budget allocation and channel selection, but without clear business objectives, these metrics alone may lead to misaligned efforts.