Question

Discuss various factors to be kept in mind while selecting suitable medium of abvertising

Answer 1

Thing # 1. Cost Involved:

Cost involved in advertising through a particular advertising medium, is definitely an important consideration, in making the selection of an advertising medium.

In fact, other considerations apart, the lesser are the cost involved in advertising through an advertising medium; the more that medium would be preferred as against other media.

Thing # 2. Circulation of the Advertising Message:

ADVERTISEMENTS:

The intention of every advertiser in advertising happens to be to obtain a widest possible circulation of the advertising message through various media. From this standpoint, an advertising medium which is expected to give the largest circulation to the advertising message is more likely to be preferred by an advertiser.

Thing # 3. Possibility of Repeat-Advertising:

Most advertisers in the present-day competitive marketing conditions would like to resort to repetitive advertising. From this viewpoint, the more are the possibilities of repeat advertising through a particular medium; the more that medium would be preferred to other media.

Thing # 4. Attention-Catching:

An ideal medium of advertising is one through which the advertising message is made attention- catching i.e. the attention of a person is immediately drawn to be advertisement. For example, bill­boards and neon-signs installed at vantage positions are more likely to catch the attention of passers- by, than many other media of advertising.

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