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CHOOSING AMONG MAJOR MEDIA TYPES

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CHOOSING AMONG MAJOR MEDIA TYPES - October 11th, 2010

3. CHOOSING AMONG MAJOR MEDIA TYPES:
Every media plan requires that specific media types be selected – Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners must consider several variables before choosing among major types:



 Target –audience media habits:
This is the most important factor. Housewives watch more of television, whereas, working women go for magazines. Again television programmes have different viewers. For instance,” world this week” is viewed by teenagers and young adults. Therefore, it would be advisable to advertise during” World this week” such products which are of interest to teenagers and young adults.


 Products:
Products that require demonstration can suit for television. Financial advertising such as new issue of shares is good in newspapers. Again there are media restrictions on certain products. For instance, alcoholic drinks cannot be advertised in press as well as on DD and AIR.


 Message:
The type of message dictates the type of media. For example, an ad that features technical information is best suited for specific magazines. Again, an ad from retailer announcing major sale on discount requires more of local newspapers.


 Cost Factor:
Television is very expensive, where as, radio is very economical. However, cost is not the only factor, even if it is calculated on the basis of cost per- person reached. The impact of the media is to be taken into account.


 Other factors:
There are several other factors such as media life, media flexibility, etc.
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