Selection of a suitable medium for advertising is really a complex problem to the advertiser. There are a number of kinds and classes of media in the modern advertising. Hence, the advertising media selection means not only the choice of the right classes of media out also the individual medium within the class or classes. Besides there is no single medium that is best suited for all advertisers. In reality, a medium which is best suited for one may be almost useless for another. The medium once employed for advertising a particular product itself may be found unsuited subsequently. Therefore, the right choice of a medium calls for a careful analysis. If the medium is unsuited the whole amount of money spent on the advertising campaign shall turn to be a waste.
The advertiser, therefore, while selecting the
media, should consider the following factors:
- Class
of the audience: Firstly, the advertiser must note the class of
the audience to be influenced by the medium. The audience can be
classified into different groups by their social status, age, income,
educational standard, religion, cultural interests. They may also be
divided into men and women.
- Extent
of coverage: Secondly, the advertiser must consider the number
of audience to be covered by the medium. Every media has a general as
well as an effective circulation. The general circulation is made up
of the total number of people who read or subscribe to the media. The
effective circulation is the number prospective customers who read it
and the number of those who influences sales, though they may not buy
for themselves. Effective circulation must be considered while estimating
the number of people to be covered. The extent to which the medium
reaches the same audience as that covered by some other media i.e.,
the percentage of over-lapping must also be taken into account.
- Nature
of the product: Nature of the product itself is a principal
factor governing the selection of the medium. Products can be
classified into various kinds – consumer’s products and
manufacturer’s products etc.
- Nature
of the competition: The nature of the competition exerts
greater influence of the selection of the media. If the competition
is stiff utmost care is needed in the selection of medium and a
larger advertising budget is also required. In
many cases where the advertising copy is similar or the choice of the
media solely determines the effectiveness of the campaign as compared
with that of the other competitors.
- Reputation
of the medium: Newspapers and magazines can offer a
beautiful illustration for the reputation of the media. There are a
few newspapers and magazines which have international reputation with
a high readership. Advertisements in such magazines and newspapers
are generally recognized and believed as true.
Such advertisements also add prestige to the product.
- Cost
of the media: Cost of the medium in most cases, is an important
factor in the selection of the medium. Advertisements in certain
media are expensive. For instance, TV and Radio
advertisements. Magazines and newspaper advertisements
are generally considered as less expensive. Yet, certain magazines
and newspapers, having larger circulation and high reputation
charge higher rates. The rates also differ depending upon the space
occupied and the preferential positions. The first page of
a newspaper is rarely missed by the reader. Hence they have more
attention value, than the advertisements presented anywhere inside
the newspaper.