Factors Influencing the Media Selection

Elaborate the factors responsible for selection of media for advertising campaign? 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: Profile of the target market Coverage or exposure Frequency Continuity Impact Copy formulation 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: Objectives of the campaign Budget available Research concerning client The product Type of message […]

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