Selection & Factors that Govern Choice of Media in Advertising
The success of an
advertising campaign is largely dependent on the correct selection
of advertising media and media vehicles. It is the job of Media
Planners to work out optimum media schedules on the basis of certain
important parameters, the aim being to achieve anticipated exposure
among target audiences. This is why the role of media planners is
What is Advertising
Media? Advertising media
refers to those media vehicles that carry the advertising messages
across from the advertiser to his/her target market. Using these
media vehicles, the advertiser is able to communicate to the prospective
consumers, the product's uses, features, benefits, availability,
etc. The right choice of media helps in closing the gap between
customers & product owners by creating a need for the product,
informing and educating the prospective consumers about the benefits
of using the product, and prompting a pruchase. Of course, Media
Planners also have to work around tight budgets and ensure maximum
exposure & widespread reach in the least amount of time. This
is when scrutinising media reach becomes imperative. Some popular
advertising media vehicles include - Newspapers, Magazines, Television,
Radio, Billboards, Digital & Social Media Advertising, Internet
Advertising (Web). Internet
Advertising is here to stay!
Media Selection? Media selection refers
to the decision regarding the selection of a specific medium
of advertising for a particular advertising campaign. This
can be radio, television, print, outdoor, mail or digital
advertising. The right choice of media plays an important
role in the overall success of advertising and its results
thereafter. What makes this decision truly complex is the
fact that no single media tool is ideal in all situations
and for all products/ campaigns. Hence, the media planner
must make careful analysis and then select the best media
some factors that effect the choice of media -
Nature of Target Market -
While choosing a suitable
media, the nature of the target market should be kept in mind.
Since each media tool has a different coverage, the advertiser
should know whether the target market is composed more of
women, children, old people, businessmen, working class individuals
while advertising make-up brands and products, the first choice
should be womens' magazines such as FEMINA, Cosmopolitan, etc.
Nature and Type of Product -
The type of product to be advertised also determines the choice
of media. Industrial products and products of technical nature are
advertised through trade magazines and journals which daily use
products should be advertised on television.
Toys and dolls for kids should be advertised on channels which are
watched by kids such as POGO, Cartoon Network, etc, in between cartoons
and children's programmes for maximum reach.
3. Nature of Distribution Network
- Characteristics of distribution
channels also effect the choice of media. Distribution channels
may be classified into Local, Regional or National. When
the target market is limited, it is better to reach them through
direct mail or journals.
In the case of print advertising, colored newspapers and advertisements
are better as they attract greater attention as compared to
Overall Cost of Medium -
A very important factor which determines the choice of media
is the availability of funds with the advertiser. If the producer's
promotional budget is large, various media options are available
- Television, upscale magazines etc which are relatively more
expensive. However, if a company is facing shortage of funds
for promotion, it has to restrict itself to less expensive
media and concentrate on only one medium.
Media Characteristics -
Certain important media characteristics too must be kept in mind
while choosing an appropriate media for communicating adveritisng
messages. These are -
refers to the average number of times different households or individuals
are reached by a medium during a given period of time.
of the message as a media selection factor refers to delivering
the same message more than once. Broadcast media does not offer
the durability which an ad on tv offers.
while choosing a particluar media vehicle, the media planner should
see how flexible that medium is. It should be capable of adjusting
to different conditions and requirements.
Media Life - Another
important factor governing the choice of advertising media is media
life. How soon the advertising message is sent by the advertiser
and received by the prospective customers makes all the difference
in making the ad campaign a success.
Competitive Advertising - Each
advertiser must keep him/herself updated about their competitors
and their advertising strategy. This helps in planning one's own
choice of media and its resulting effects on target audiences.
Author: Akanksha is a freelance content writer. An Advertising
graduate, she writes articles on advertising, content writing, travel,
home improvement etc. firstname.lastname@example.org
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