BY WHAT CRITERIA WOULD YOU SELCT MEDIA FOR ADVERTISING

Advertising is a paid mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. (Shimp A.)The mediated expresses an advertising tool which is designed to convey a message in print, television, radio, electronic sources or person to person.

         Saettler defines the media as all the means –all f the devices, technologies, etc. utilized for acquiring, storing, transporting or displaying messages. The media we know can be divided into a lot of categories i.e.)radio, television ,print ,electronic media.However,to advertise using the media one has to take into consideration some factors such as total circulation, total readership, standard sales, editorial excellence.

     Radio: is one of the most used forms of media. A lot of people have access to the radio and thus advertising via the radio will create some sort of awareness in the minds of the consumers

      Television: Another means of sending out advertising messages. It is usually the most effective means of advertising since it comes with visuals and attracts the attention of people. Outdoor advertising, window display are all means of creating awareness for a product or service. Criteria has to be followed in order to select the right media for advertising.

       Nature of the product: According to Maheshwan, Capital goods should be advertised through speeded trade/professional Journals, whiles consumer goods should be advertised through the newspaper, radio and television. I think there are some goods that attract specific kind of people. Such goods can best be advertised in journals and magazines.

       Nature and size of the market: This criterion should identify the type of customer whether male, female, literate or illiterate before selecting the type of media to use, depending on the purchasing power of the consumer too, the marketer would need to evaluate and select the right type of media.

         Objective of Advertising,, whiles selecting a particular media for advertising, the aim of the advert should not be forgotten. Whether you are advertising an existing product or introducing a new product, the reason behind why you have decided to advertising should reflect the type of media you want to select.

        Cost of advertising: The type of media you want to advertise with must be economical. The cost once is very low should call for alarm in terms of its final quality; I also believe it shouldn’t be too high thus cost should be reasonable to meet the standards of the company and advertising agency.

             Media used by the competition everywhere in the society. One would have to bear in mind the existence of competitors and would also have to check the media tactics they used and lastly if it yielded results.

Lastly I think in selecting the media , research has to be conducted  to know what type f media reaches the targeted audience and if it yields results and influences consumer buying decisions in other to know if people buy the product after hearing,seeing or reading about the product or service.

REFRENCE:

Maheshwari R.P, A Complete Course in ISC Commerce. Pitambar Publishing(1997).

Saettler P.L, The Evolution of American Educational Technology(2004).
Sahaf,Strategic Marketing Decisions For Strategic Advantage.