Question

(2) a. Advertising is that activity by which visual or oral messages are addressed to the general public. Describe any three factors which have to be consider in media selection in detail.

Answer 1

factors which have to be consider in media

Circulation/ Extent of Coverage

The area or number of customers covered to the medium is an important factor for media selection. Some media are helping to cover the globe while some can cover only the limited locality., the media like local newspapers cover limited areas and the national newspaper whole nation. Similarly, certain magazines have national and international circulation. And, the same is true with audio-visual and outdoor media. As per geographical concentration of customers, suitable media should be selected. Nowadays advertisement in social media platforms or other electronic media platforms helps us to reach to the people very fastly in accordance with the requirements.

Classification of the Audience ie Buyers:

Class is another factor to consider when choosing your media platform. When selecting advertising media must take note of the class of the audience that you plan to influence with your advertisement. The audience is generally classified into different groups based on social status, age, educational level, income, religion, and cultural interests. They may also be classified by gender. If we providing advertisements for baby products we should select media like cartoon channels etc. These classifications are meant to help you have the most impact on your prospects. Certain products connect with certain people and required to select different types of advertisement media which directly associated with them. You won’t be very effective advertising diapers in a sports magazine or a new retirement home in a teen fashion magazine

Cost of the Medium

Cost is one of the important factor to consider when choosing your medium. Advertisements in certain types of media are more expensive than others reqired to pay more for television and radio ads, whereas magazine and newspaper and internet advertisement placements are more affordable. Even within each medium, there are varying of costs. The advertising costs in newspapers that are national coverage will cost more than local ones, especially because they have a larger circulation and reach a wider audience. The cost of the advertisement mainly depend on the coverage of the advertisement. But dring selection of media we should check whether the cost per consumer is fare or not. Try to cover maximum number of customers and cost per viewer low.