Question

Discuss the factors responsible for selection of media for advertising.

Answer 1

Answer:

The factors responsible for selection of media for advertising are:-

1) Company Objectives- The biggest thing you need to consider when selecting your medium is the company’s general and advertising objectives. The objective for your ad may be to inform, remind, persuade, create prestige, or increase sales and profits.

2) The Nature of the Product - If the product itself is something that is needed or adds value to a reader’s life, it will boost the effectiveness of your ad. However, the nature of the product will also determine which type of advertising media is the most effective.

3) Potential Market

The aim of every ad campaign is to bring the message to your prospects in an economic and effective manner. This requires identifying the potential market for the product, which includes the number of customers, geographic area, income pattern, age range, interests, likes and dislikes, etc. If the goal is to reach prospects in a high-income group, you should seek advertising in magazines. If you are targeting a local area, advertisements in newspapers and local magazines are best.

4) Credibility and Image of the Medium- Credibility is crucial especially in the case of newspapers and magazines. Television and digital advertising have not been able to establish the level of credibility that newspapers and magazines have. Print media platforms carry a heavier impression and influence than other forms of media. People are more likely to trust ads that are placed in print media than those that appear on television or the Internet.