Digital Advertizing

Selection of media - factors

Digital Advertising

Lesson 12: Planning of advertisements for different media

Factors for making decision on the selection of media for advertising

1. The nature of product
   Media differs based on the product and product messages.
   Ex: Products for large population: Mass media, print, broadcast, out door. Demonstration - Television, screen advertisement. Industrial products – Print media.
2. Potential market
   Market research in terms of the number of customers, geographical spread, their income, age, group, tastes, likes and dislikes will provide adequate information to make decision on the type of advertisement.
3. The type of distribution strategy
   Based on the geographical spread of the product media differs.
   National distribution - National network – print or electronic, outdoor.
   Retail distribution - Local and regional advertising.
4. The advertising objective
   
   • To have local or regional or national coverage
     
   • To popularize a service, production or company.
     
   • To achieve immediate or delayed action.
     
   • To maintain the secret of the case.
5. The type of selling message
   
   • Colour advertising - Magazines, cinema etc.,
     
   • Timeliness - Newspaper
     
   • Demonstration - T. V. screening
     
   • Reminding - Out door advertising
     
   • Introduction of product or service - Special offers or service
6. The budget available
   Based on the availability of funds the type of advertising is decided because there is much variation between the media in terms of cost of advertising.
7. Competitive advertising
   A shrewd advertiser studies his competitors advertising strategies for effective advertising of his product. Many times the industry pattern or the competition pattern is copied, which is not advisable.
8. Media availability
   Type of media, timeliness of media etc., are the factors to be considered.
9. Characterization of media
   Media characteristics differ widely -the coverage, reach, cost, consumer confidence and frequency etc.