Media decision is an important decision upon which the effectiveness of the advertising campaign depends. There are wide varieties of media available for advertisers. However, each media has its own features, advantages, and disadvantages.
Therefore, all media are not suitable for all kind of advertising.
How to Choose Right Advertising Media Decision
The advertiser has to consider the following factors while choosing the right media.
1. Objective of Advertising
The objective of advertising is an important factor affecting media decision.
There may be the number of objectives of advertising such as to introduce a new product, to expand the market, to remind, to counter competitors advertising campaign, to remove misunderstanding.
If the objective of advertising is to build an image, it can be advertised in a Prestigious magazine. In case, a message is to be given to the customers immediately, it would be better to use newspaper or radio.
2. Nature of the Market
The nature of the market also affects the media of advertisement.
If the advertising is confined to local markets, advertisements may be given in local newspapers, cinema slides or by outdoor advertising.
On the other hand, if advertising is extended to the entire country, newspapers, and magazines of national circulation, televisions will be selected.
3. Nature of the Product
The nature of products determines the choice of media.
Consumer goods can be advertised in newspapers, magazines, radio, and television and through outdoor displays, Industrial Products could be advertised through technical and professional journals. 14 Importance of Study Consumer Behaviour (Explained).
4. Nature of Message
It is essential to consider the nature of the message to be given in the advertisement while selecting advertising media.
Messages can be of different types like the long message, short message, urgent message, the message with pictures and sketches. Accordingly, media may also differ.
5. Characteristics of Buyers
If the message is to be conveyed to the illiterate or less literate people, radio, television, and cinema will serve the purpose in a better way. Magazines, newspapers or direct mail may be used to covey the message to more educated people.
Since different languages are spoken in different regions, advertisements in different languages may be given to popularize the product.
Similarly, age, sex, social status, the standard of living, the economic condition of the prospective buyer may also affect the media decision.
6. Media Cost
It is also essential to consider the cost of media.
The media cost would be depending upon its coverage and circulation.
The cost to be incurred will be affected by the paying capacity of the advertiser.
Economically viable media should be selected. The availability of funds with the advertisers may dictate the choice of media.
7. Image of the Media
The Prestige of media will be depending upon the number of viewers/readers/audience.
Advertisers may also consider the media creditability, which also depends upon the type of products being advertised as well as the support of prestigious advertisers to that media.
8. Media Used by the Competitors
The choice of media also depends upon the advertising strategies of competitors.
The advertiser cannot afford to dismiss outrightly the media selected by competitors.
Media chosen by the competitors are prepared to counter their advertising strategy.
9. Media Availability
The question of media availability is quite relevant while considering media because all media not available all the time to the advertisers.
Desired space may not be available in the prestigious newspaper or magazine on a particular time/date. Similarly, on TV, Primetime is always in high demand.
10. Size and Nature of Business Enterprise
The size and nature of business enterprise also play an important role in making a choice of advertising media.
Different media will suit departmental stores, small shops, manufactures and produces, etc.
A big business enterprise may advertise through television, radio or newspaper having a national coverage whereas a small business unit may prefer local newspapers, Cinemas slides, etc.
11. Distribution Strategy
The advertising media should be compatible with the distribution strategy of the company.
For example, the company is selling through wholesalers and retailers then Outdoor Media duly supported by television, radio, and newspaper may be helpful, in case, if the company wants to sell direct, mail advertising will be more useful.
12. Market Requirements
While selecting advertising media, the company’s market requirements should be considered.
For example, specialized High Fashion colored magazines would be the most suitable media for consumers with high-income groups and sophisticated tastes.
Similarly, Outdoor Media would be appropriate when consumer action is to be induced at the point of purchase.
13. Life of the Advertisement
Life of the advertisement varies from media to the Media.
Outdoor displays, magazines, and direct mail have a longer life but the life of radio, television, and newspaper advertisement is very short unless the advertisements are repeated regularly.
Therefore, the advertiser should take into consideration the duration for which he wants to create an impression in the minds of the prospective customers.
14. Media Circulation
The company should take into account the circulation of advertising media.
If the media has a greater circulation, the message of the advertiser will reach to a larger number of people.
It may be mentioned that newspapers have the widest circulation but other media have limited and services circulation.
15. Comparative Study of Different Media
The characteristics, advantages, and limitations of each media should be studied before taking a final decision on a particular media of advertising.
That media should be selected which could reach the maximum number of prospects, could gain the attention of the maximum number of readers and have wide coverage at low cost.
Thus, now you know the How to Choose Right Advertising Media Decision and how factors influencing advertising media decision.