Explain the factors that should be considered in the choice of advertising media.
Explain the factors that should be considered in the choice of advertising media.
Or
“Selection of advertising media should be preceded by an analysis of all factors involved in total marketing situation.” What factors should you consider in such an analysis and why?
Ans.
Factors affecting Choice of Advertising Media
Choice of media involves the matching of media features with the objectives of advertising of the firm. While selecting media following factors should be kept in mind:
1. Nature of Product: The advertising media should be in keeping with the nature of product. Consumer goods like cold drinks, cosmetics, confectionary etc. are meant for masses. Radio, television, news paper etc will be suitable media for wide coverage. For industrial goods like raw materials, machinery, tools, equipments etc. trading, technical and industrial journals can be effectively employed.
2. Type of Target Customers: Selection of media depends on the type of target customers. Illiterate and poor people can better be approached through radio, films and television as press media will prove ineffective.
Newspaper, magazines, outdoor displays and direct mail may be used for educated and well to do customers.
3. Type of Message: If the massage to communicate is brief costly advertising media like television, radio and display may be adopted. In case of detailed messages low cost media like posters, hand bills, newspaper etc. may be used.
4. Duration of Advertisement : Availability of space in print media and time in audio and visual media affect the selection of advertising media. The media should have the capability to send the message at the place where it is required in the minimum time.
5. Cost the Media: Cost involved in advertising through the media is equally important. This cost can be calculated by dividing the total amount spent by the number of people covered. Enterprises of smaller sizes prefer low cost media.
6. Nature and Size of Market: Geographical location and purchasing power of customer also influence choice of media: Television and newspaper having wide circulation are appropriate for products to be advertised on national basis. Vernacular newspapers are appropriate for advertising local products.
7. Life of Advertisement: The massages transmitted through newspaper journals, magazines are available for reference purposes whereas the message transmitted through radio, and television are not available for reference purpose.
8. Objective of Advertising: The purpose of advertising media is of primary importance for planning the advertising compaign. For launching a product maximum exposure is required. Therefore combination of media is used. Events like prize contests, fairs, exhibitions etc. are used to maintain sale and goodwill.
