IMPORTANCE OF MEDIA IN ADVERTISING
Effective advertising refers to informing the public about the right product at the right time through the right medium.
Conveying a right message through a wrong medium at the wrong time would definitely a waste of resources. For e.g. cigarette advertising.
The target market for this is man in the age group of 25-60 years. The advertiser would consider placing ads in magazine having a predominantly male readership.
Advertising in magazines having a predominantly female readership would be mostly wasteful for this product.
It may be true that rarely does any magazine have a 100 % male readership.
Therefore, the right media selection is the crux of the success of the entire advertising campaign.
The effectiveness of a well-designed advertising message depends upon “when” &”where” it is realized.
There are “time” &”place” decisions. In short we may say that the success of advertising depends upon the right selection of media, the timely
release of the advertisement message, its frequency and continuity, and the place of its release.
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