Stage 4 : Decide on Advertising medium for Campaign
These days there are a variety of advertising media to choose from and a campaign could use more than one. The key factors when choosing the right media include:
a) Reach – what proportion of target audience will be exposed to the advertising?
b) Frequency – how many times will the target customer be exposed to the advertising message?
c) Media Impact – Where, if the customer sees the advertising, will it havethe most impact? For example will the advertising have more impact on television, in a newspaper, in a ’specific focus’ magazine or Internet based.
Another key decision in relation to advertising media relates to ‘timing’ of the campaign. Some products/services are particularly suited to seasonal campaigns on television whereas for other products a regular ‘year round’ campaign in newspapers and/or specialty magazines is more appropriate.