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Selection of Media
Different media as print, electronic, radio, internet, etc is available to
the advertiser to choose today while placing advertisements for his
product(s). But, the selection of right media or media mix should be done
keeping in mind factors such as kind of product, kind of target audience,
type of geography, advertising budget, etc.
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For products which are
industrial in nature like biscuit making machine, the use of print
media should be made since these kinds of products require detailing
of attributes of the product which can not be done by the electronic
media.
Product brochures,
product catalogs, newspaper and magazine advertisement are the best
options. Internet B2B portal are also in vogue today and hence can be
surely looked into as option. These media also fulfill the cost
objectives as well as geographical objectives since they require mere
sending of ad design material by either mail or print which is
feasible. |
For products which are
commercial in nature as a toothpaste or a detergent, the use of mass media
should be made since they are meant for larger set of people due to their
relatively low prices and high household requirements. Television remains
the best media followed by newspapers and magazines for such products as
they need wide reach. These media will be costly in nature and the
advertiser should be made aware of this.
Contributed By : Shammi Kapoor, Brass & Copper
Advertising, Yamunanagar
brassandcopper_advertising@yahoo.in
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