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.
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 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
Contributed By : Shammi Kapoor, Brass & Copper
Writing Services, India |