FACTORS AFFECTING MEDIA SELECTION

Factors Influencing the Media Selection

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:

1. Profile of the target market
2. Coverage or exposure
3. Frequency
4. Continuity
5. Impact
6. Copy formulation
7. 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:

1. Objectives of the campaign
2. Budget available
3. Research concerning client
4. The product
5. Type of message or selling appeal
6. Relative cost
7. Clutter
8. The potential market
9. Miscellaneous factors.