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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.


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 [email protected]

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