Advertising Media, After a comprehensive examination of each form of media and vehicle, we are now in a position to make an important decision about which advertising medium and vehicle to use. In reality, every marketer must make a notable judgment when it comes to media selection.
The appropriate medium or media for a given marketer will be determined by factors such as the individual setting or circumstances in which he does business, market conditions, marketing strategy, and the characteristics of each medium of advertising.
There is no single optimum medium/media for all related units, strictly speaking. The “best” medium/media for each person depends on their situation. The following variables, however, influence the selection of an advertising medium in general.
Factors Influencing The Decision:
1. Product nature
Television and screen advertising is appropriate for a product that requires demonstration. Print media is more favorable to industrial items than broadcast media.
2. Target market
The goal of every advertising campaign is to get the word out to potential customers in a cost-effective and efficient manner. This critical activity is determining the product’s prospective market in terms of the number of customers, income pattern, regional distribution, age group, tastes, likes and dislikes, and other factors.
If you want to reach those who have a lot of money, a magazine is the greatest way to do it. Newspaper and outdoor advertising are quite useful for covering a small region. If you want to reach out to illiterate people, you should use radio, television, and movie advertising.
3. The sort of distribution strategy
There is a direct link between the advertising coverage and the distribution system that the firm has built. As a result, it’s pointless to advertise a product if it’s not available at the stores where he regularly shops. Similarly, if a national distribution network is not available, the advertiser does not need to employ national media.
4. Advertising goals
While every company’s main goal is to positively influence consumer behavior, specific goals may include having local, regional, or national coverage to popularize a product or service, or the company creating primary or secondary demand to turn higher or delayed action to keep the secrets of the house hidden.
5. The selling message
The advertising needs are more important in determining the proper choice. Magazines, films, television, billboards, and bulletin boards all serve this purpose in this scenario.
Newsprint, radio, and posters are the best options if the timing is the most important factor. When it comes to demonstration, nothing beats television and other forms of screen media.
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