FACTORS TO BE CONSIDERED BEFORE CHOOSING THE ADVERTISING MEDIA

Factors to be considered before choosing the advertising media

1. Cost of the media Some advertising media are more expensive than others. For example, it is cheaper to use newspapers than to use television. The costs of the media should be justified by the value of the products.

2. Target social group Some media are common to ordinary people, e.g. newspaper, radio, while others are mostly for well-to-do people, e.g. television, cinema or video, etc. The choice of the medium will be based on the target group — that is, whom you want to reach.

3. Target age group Different age groups prefer certain sources of information. Advertising on school materials should be placed in newspapers, radio or school journals. The medium to be used should therefore be based on the age group for which the message is intended.

4. Geographical area to be covered Some media cover a wide area, while other media reach a very small area. For example, radio has countrywide coverage while cinema reaches only people in a certain locality.

5. The number of people reached by the medium Radio reaches more people than television, thus this factor is very important to consider.

6. The economic group to which the medium appeals Some products like machines are not of interest to ordinary people; such products must be advertised through specialized journals, e.g. media journals for media, appliances, engineering journals for engineering machines, office journals for office equipment, etc.