CRITERIA FOR SELECTING MEDIA FOR ADVERTISING


Advertising media are the tools through which messages are sent to targeted audience and responses received as feedback.
To choose a media for advertising while saving money at the same time, You will have to test the effectiveness of your message in each medium to find the best vehicle for promoting your product. What works for one product or service may not work for the next
Today, advertisers face a highly concentrated and sophisticated media agency market, whose players have a high degree of professionalism. Selecting a business partner in this area is therefore a critical step for both the advertiser and the agency, and from both a strategic and financial perspective.

= Before proceeding with selecting a media agency, it is useful to be aware of what services media agencies offer in today’s market. Over the past years, many factors have influenced the development of the role of media agencies:

= The explosion of media outlets, linked with the dynamism of media groups and a revolution in technology (digital TV, multimedia/internet, interactivity), means a more complex media choice, especially since this proliferation has led to audience fragmentation.

From the above we can look at the following;


PRODUCTS BRANDS AND BRAND PORTFOLIOS: In terms of brand image, targeting, media usage and phasing, the media should be able to clearly portray the qualities of the brand you are selling out. Products like furniture must be advertised on television or broadcast medium. Here, the target being middle income earners are noted to owe TV and visuals can compel them best to buy. However, TV can also be  used if product awareness and brand recognition is necessary.

CATEGORY AND CATEGORY SEGMENTS: Identifying and analyzing media usage by the competition, detecting niches and opportunities,  the medium you would like to use in your advertising will depend on the kind of audience who use the medium and their interest. You will not want to advertise cars in a Christian journal, in such a situation, bible or Christian literature will be favorable.


QUANTIFICATION AND DEFINITION OF TARGETS: Target group attitude towards
media and product purchase, control of side-effects (on a brand and product
basis), the attitude of your audience towards the media used matters, as they are able to generate feedback when the channel is favorable to them. Here you will have to defined your targets clearly to access side effects of your advertisement

THE OBJECTIVE OF YOUR COMPANY: this will determine the media you choose.  For effectiveness: contribution of the communication plan to the effectiveness of the marketing mix, links between the media plan and the overall communication is necessary.
. in that if your objective is to enhance company image or  outdoor a funeral policy, you will be compelled to choose broadcast media and not posters.

COVERAGE OF THE MEDIA: You may not want to use a medium which doeas or can not reach your targeted audience. In that, if you want to reach the  whole of the country, radio will not be a best choice for advertisement. Time and distance is therefore  vital, since the time and distance your message will take to reach your target audience is important to the organization,  for instance if you are dealing in perishable goods, then you may want a channel thaqt can reach a wide range of people at the shortest possible time.


 INVESTMENT ANALYSIS: evaluation of previous investments, optimum budget
definition to achieve objectives, budgetary choices, you need to evaluate the agencies previous investment or dealings with other agencies. This will give you a fair idea how they have been performing. you look at the cost factor, whether the amount paid can equate the coverage you will receive, and the number of times your advertisement will be aired, to know their financial proposals.


REFERENCES

a)      A published journal, World Federation of Advertisers, European Association of Communications Agencies
              Available at www.world federation of Advertisers 

b)       Bediako, K.A.(2001).foundatiions of advertising and promotion.

c)       Stone, n. (1995) the management and practice of public relations: macmillan London. (As cited in foundations of advertising and promotion , 2001, p. 221).


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