Media Selection
Factors Influencing the Media Selection:
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The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are: 1. Profile of the target market 2. Coverage or exposure 3. Frequency 4. Continuity 5. Impact 6. Copy formulation 7. Media cost and media availability.
In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are: 1. Objectives of the campaign 2. Budget available 3. Research concerning client 4. The product 5. Type of message or selling appeal 6. Relative cost 7. Clutter 8. The potential market 9. Miscellaneous factors.
The media selecting decisions should be made by having a comprehensive understanding of these factors. But it should be kept in mind that in many cases it is the combination of these factors that determines the selection of media, and not any one individual factor.
The Objectives of the Campaign
This factor is in some respects quite closely related to the preceding factor. In those cases when the advertiser uses a medium to advertise in an area where retail distribution is not adequate, his/her decision on media selection is influenced both by his/her distribution pattern and the objectives he/she has in mind.
The objectives of the campaign also influence media selection from a somewhat different standpoint. An institutional advertising campaign may be run in a different media than would a product advertising campaign for the same company. In the case of
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The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are: 1. Profile of the target market 2. Coverage or exposure 3. Frequency 4. Continuity 5. Impact 6. Copy formulation 7. Media cost and media availability.
In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are: 1. Objectives of the campaign 2. Budget available 3. Research concerning client 4. The product 5. Type of message or selling appeal 6. Relative cost 7. Clutter 8. The potential market 9. Miscellaneous factors.
The media selecting decisions should be made by having a comprehensive understanding of these factors. But it should be kept in mind that in many cases it is the combination of these factors that determines the selection of media, and not any one individual factor.
The Objectives of the Campaign
This factor is in some respects quite closely related to the preceding factor. In those cases when the advertiser uses a medium to advertise in an area where retail distribution is not adequate, his/her decision on media selection is influenced both by his/her distribution pattern and the objectives he/she has in mind.
The objectives of the campaign also influence media selection from a somewhat different standpoint. An institutional advertising campaign may be run in a different media than would a product advertising campaign for the same company. In the case of