Factors effecting choice of media of communication
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Factors Governing the Choice:
The nature of product: ...
Potential market: ...
The type of distribution strategy: ...
The advertising objectives: ...
The type of selling message: ...
The budget available: ...
Competitive advertising: ...
Media availability
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The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are:
Profile of the target market
Coverage or exposure
Frequency
Continuity
Impact
Copy formulation
Media cost and media availability.
In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are:
Objectives of the campaign
Budget available
Research concerning client
The product
Type of message or selling appeal
Relative cost
Clutter
The potential market
Miscellaneous factors.
Profile of the target market
Coverage or exposure
Frequency
Continuity
Impact
Copy formulation
Media cost and media availability.
In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are:
Objectives of the campaign
Budget available
Research concerning client
The product
Type of message or selling appeal
Relative cost
Clutter
The potential market
Miscellaneous factors.
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