Media Selection:
The main concern of any media planner is how best to carry the Advertising message to the intended Audience? Which media or combination of media will serve his purpose in the most effective manner?
Before assessing and evaluating the various media Available, the media planner has t study in detail the firm's target Audience. It is essential for him to understanding characteristics of the Target customers. Their buying habits, their lifestyle and aspirations, their Reading habits, their pastimes etc. The media planner will also seek information regarding the age, Income, occupation, education, religion, social class etc, of the firm's target Audience.
Selection of Advertising Media for a Company (14 Factors)
1. Objectives if firm:
Company's general and advertising objectives are the prime considerations in media selection. Those media capable to meet company's expectations are likely to be selected. Advertising objectives may be to inform , remind, convince, create prestige, or to increase sales and profits. Different media have verying capacity to meet these objectives.
2. Costs Media and Company's financial Position:
Media selection decision is highly influenced by media costs and firm's ability to pay.
Company has to pay for buying space. or time and preparing advertising copy fit for the media to be selected . TV, radio, films are costly in terms of buying time and preparing advertising copy. Print media are relatively cheaper in both space and preparation of advertising message.
3. Reach or Number of People Exposed to the Message:
It is an important criterion to choose among ad media.Reach means the number of different people exposed to a particular medium at least once during a specified time period. Mass media are capable to reach millions of people by just one exposure. Television has more exposure capacity compared to outdoor media in a particular time.
4. company's advertising Policy and Approach :
company's advertising policy and approach determine which of the media should be selected. For example, if company's policy is not to spend more money for advertisement and to offer the product at a low price, it may go for cheaper media.
5. Type of Buyers:
People to be influenced should be taken into account while selecting the media. Buyers can be classified into various classes as discussed in market segmentation.Each medium has its special viewers, readers, or audience.For the firm, it is important to know whether the target groups can be exposed by the particular medium.
6. Condition under which Customers are Influenced :
Readers mood and interest determine receptivity of message. Television is the best fit medium to associate advertising message when people are watching or enjoying related programmes. For example, advertising TVS Cup One-day Series.
7. Circulation/Coverage:
The area covered by the medium is an important criterion. Some media are capable to cover the globe while some can cover only the limited locality .
8. Repetition or Frequency:
Repetition or frequency implies the number of times within specific time period an average person is exposed to the message for relatively long time. Magazines or periodicals publish monthly or quarterly; mostly they publish advertisements only in a particular edition.
9.Credibility and Image of Media:
In case of newspapers and magazines, the factor is critical. Naturally, advertising message appears in the reputed newspapers or magazines carry heavy impression and effect than substandard media. people don't trust the prestige of advertiser. Firms opt for credible or prestigious media to carry the advertising message.
10. Past Experience:
Company's own past experience may be instrumental to decide on advertising media, For example , if company has satisfactory experience of using a particular medium, there are more chances to use the same medium and vice versa.
11. Experience of other Companies:
Experience of other companies is one of the important considerations in media selection. Company may try to know what other companies say about applicability and usefulness of varius media. Various media. Views of other companies must be followed with care and caution.
12. Expert Opinion:
Marketing experts or consultants who work on professional basis can be consulted to suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market situations in relation to products to be advertised, can recommend the suitable media.
13.Type of Advretising Message:
Each advertising message needs specific advertising vehicle. If a message is simple, print media are sufficient. If a message is complicated, and the company wants to demonstrate and explain, audiovisual media suit the needs.
14. Others:
Apart from above mentioned factors, there are certain factors that affect media selection decision.
They are listed as under
i) Effectiveness of media
ii) Availability of media
iii) Government Rules and Regulations
vi) Time and Place
v) Type of Products etc,.
The main concern of any media planner is how best to carry the Advertising message to the intended Audience? Which media or combination of media will serve his purpose in the most effective manner?
Before assessing and evaluating the various media Available, the media planner has t study in detail the firm's target Audience. It is essential for him to understanding characteristics of the Target customers. Their buying habits, their lifestyle and aspirations, their Reading habits, their pastimes etc. The media planner will also seek information regarding the age, Income, occupation, education, religion, social class etc, of the firm's target Audience.
Selection of Advertising Media for a Company (14 Factors)
1. Objectives if firm:
Company's general and advertising objectives are the prime considerations in media selection. Those media capable to meet company's expectations are likely to be selected. Advertising objectives may be to inform , remind, convince, create prestige, or to increase sales and profits. Different media have verying capacity to meet these objectives.
2. Costs Media and Company's financial Position:
Media selection decision is highly influenced by media costs and firm's ability to pay.
Company has to pay for buying space. or time and preparing advertising copy fit for the media to be selected . TV, radio, films are costly in terms of buying time and preparing advertising copy. Print media are relatively cheaper in both space and preparation of advertising message.
3. Reach or Number of People Exposed to the Message:
It is an important criterion to choose among ad media.Reach means the number of different people exposed to a particular medium at least once during a specified time period. Mass media are capable to reach millions of people by just one exposure. Television has more exposure capacity compared to outdoor media in a particular time.
4. company's advertising Policy and Approach :
company's advertising policy and approach determine which of the media should be selected. For example, if company's policy is not to spend more money for advertisement and to offer the product at a low price, it may go for cheaper media.
5. Type of Buyers:
People to be influenced should be taken into account while selecting the media. Buyers can be classified into various classes as discussed in market segmentation.Each medium has its special viewers, readers, or audience.For the firm, it is important to know whether the target groups can be exposed by the particular medium.
6. Condition under which Customers are Influenced :
Readers mood and interest determine receptivity of message. Television is the best fit medium to associate advertising message when people are watching or enjoying related programmes. For example, advertising TVS Cup One-day Series.
7. Circulation/Coverage:
The area covered by the medium is an important criterion. Some media are capable to cover the globe while some can cover only the limited locality .
8. Repetition or Frequency:
Repetition or frequency implies the number of times within specific time period an average person is exposed to the message for relatively long time. Magazines or periodicals publish monthly or quarterly; mostly they publish advertisements only in a particular edition.
9.Credibility and Image of Media:
In case of newspapers and magazines, the factor is critical. Naturally, advertising message appears in the reputed newspapers or magazines carry heavy impression and effect than substandard media. people don't trust the prestige of advertiser. Firms opt for credible or prestigious media to carry the advertising message.
10. Past Experience:
Company's own past experience may be instrumental to decide on advertising media, For example , if company has satisfactory experience of using a particular medium, there are more chances to use the same medium and vice versa.
11. Experience of other Companies:
Experience of other companies is one of the important considerations in media selection. Company may try to know what other companies say about applicability and usefulness of varius media. Various media. Views of other companies must be followed with care and caution.
12. Expert Opinion:
Marketing experts or consultants who work on professional basis can be consulted to suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market situations in relation to products to be advertised, can recommend the suitable media.
13.Type of Advretising Message:
Each advertising message needs specific advertising vehicle. If a message is simple, print media are sufficient. If a message is complicated, and the company wants to demonstrate and explain, audiovisual media suit the needs.
14. Others:
Apart from above mentioned factors, there are certain factors that affect media selection decision.
They are listed as under
i) Effectiveness of media
ii) Availability of media
iii) Government Rules and Regulations
vi) Time and Place
v) Type of Products etc,.
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