Factors affecting media selections

1.                 Nature of product:-Product to be advertised can be industrial product or consumer product. Such product advertised in specific trade journals, magazines. Consumer product advertised through mass media television, newspaper and outdoor advertising etc. such magazines circulation at in other countries ‘product from India’, ‘products finders’.

2.                 Nature of customers:-

An appropriate media plan must consider the type of consumer. Differ in their age-group, sex, income, personality, educational, attitude etc. consumer group that is man, women, children, young, old, Professional, businessman, literate, illiterate etc. some of the consumer traits affecting media selection are discussed below.

a)                  Age: - Advertising for kids’ products, television is the best media for communicating message. TV adds in cartoon, TV channels and for young Magazines and for old television is good choice.

b)                 Level of education:-

For highly educated – in magazines, national newspaper, internet and television etc.

For less educated – local newspaper, languages, TV, magazines, etc.

For illiterate – print media is not suitable. Broadcast media is good choice.

c)      Number of customer:-

For more customers - mass media, like television, newspaper.

For fewer customers – direct mail, media, advertising on telephone are suitable.

3.                 Distribution of product:-

At the time of product distribution locally or regionally, then media with local coverage like newspaper, cable network etc. it the product is national level, then national dailies , level , TV channels will be suitable.

4.                 Advertising objectives :-

The main objective of every advertisement is to get favorable response from customer and also for get immediate results, for these fast media like newspaper will be considered. If for build corporate goodwill and brand equity then magazines, television will be considered.

5.                 Nature of message:-

If advertising message is informative newspaper will be suitable. If persuade consumer and potential consumer, emotional apple and rational apple for television media will be suitable for advertising. At the time of schemes, discount, exchange, festival offer. Then posters, banners and newspaper are suitable.

6.                 Size of ad-budget :-

If budget is more than costly media, that is television, national dailies, popular magazines can be selected. If budget is less than media like posters, banners, cable-network, local newspaper will be suitable.

7.                 Media used by competitors: - If advertiser does not consider competitors move regarding media, then is possible that advertiser’s market share is taken by competitors. If the industry leader is using TV, as media at that time consider the same media.

8.                 Media – availability:-Sometimes specific space for advertisements is in print media is already book by other advertiser and hence space not available. Sometimes it happen advertisement, on front page; cover page is already book by others. Similarly advertisement on television during particular programme. It happens booked by others advertisers.

9.                 Media reach and coverage:-

Such media should be selected which has wide reach and can cover our target customers. Media reach means total circulations viewership of media for a given time. Media reach means total numbers of person who are exposed to a media in a specific time period. Media coverage means number of advertiser target customers .Exposed to media in a specific time period.

10.            Media cost: - Advertiser should compare the cost of each media by considering the number of audience covered by such media. It seems to be costly but it can cover large number of audience, then cost per audience will be less.

Media cost should also be compared in terms of cost per unit of reader, or cost per unit of viewer. That media should be selected whose cost per reader or cost per viewer is minimum than other.

11.            Media frequency: - It is refers to average number of times, the audience is exposed to media vehicle in a specific period of time. Sometimes the new newspaper will come and old newspaper will be discarded the same day, in case of magazines, media frequency is more. Magazines are used for so many times. So media with higher frequency should be selected.

12.            Media image: - Some media image is better image in comparison with other media vehicles. So media with good image should be selected. And we should not select media with bed image.