Download Media selection

Factors affecting media selection
BY
Markus Utomo Sukendar, S.Sos, M.I.kom
 Table of contents
Introduction of media
Various definition of media selection
Media of advertising chart
Media selection
Factors affecting media selections
Characteristics of important media
Conclusion
Review of topic
Bibliography
 INTRODUCTION
Selection of the most effective television
shows, Radio, Programs, Magazines,
Newspapers and other media vehicles to
convey a message to a target population has
always been more involved than simply
selecting the set of media vehicles with the
lowest cost-per-thousand. Other factors to be
considered include the editorial climate of the
vehicle, its prestige, the visual and / or audio
qualities in relation to the requirements of the
product message interactions among vehicles,
and the social environment in which the
audience reads or views the vehicles. Prior of
the sixties these additional factors were
combined under the title “experienced
judgment.” Cost-per-thousand estimates were
adjust by an agency’s “experienced judgment,”
implying that all relevant factors were taken into
account in the ultimate media selection.
 Various definition of media
selection

1. Communication channels through which
news, entertainment, education, data, or
promotional messages are disseminated. Media
includes every broadcasting and narrowcasting
medium such as newspapers, magazines, TV,
radio, billboards, direct mail, telephone, fax, and
internet.


Data storage material divided into three broad
categories according to the recording method:
(1) Magnetic, such as diskettes, disks, tapes, (2)
Optical, such as microfiche, and (3) MagnetoOptical, such as CDs, and DVDs.
In general, "media" refers to various means of
communication. For example, television, radio,
and the newspaper are different types of media.
The term can also be used as a collective noun
for the press or news reporting agencies. In the
computer world, "media" is also used as a
collective noun, but refers to different types of
data storage options.
 Media of advertising chart
MEDIA OF ADVERTISING
TRANSIT
PRINT MEDIA
NEWSPAPER
TRADE
JOURNALS
TECHNICAL
JOURNALS &
PERIODICALS
DIRECT MAIL
ADVERTISING
OUTDOOR OR MURAL
POSTERS, HOARDINGS
SKY ADVERTISING
ELECTRIC DISPLAY
SANDWICH BOARD/MEN
ELECTRIC SIGNS
CIRCULAR/ SALES
LETTERS
RAILWAYS
BUSES
AEROPLANES
CAR CARDS
SUBWAYS
PRISE LISTS
BROADCAST MEADIA
RADIO
TELEVISION
FILM
SCREEN SLIDES
CATALOGUES
LEAFLETS , PAMPHLETS
BROCHURES
OTHER FORMS
WINDOW DISPLAY
POINT OF PURCHASE
MATERIAL
EXHIBITIONS
DIRECTORIES
ADVERTISING
SPECIALITIES
OTHER DIRECT
MAIL
 Media selection
1)
2)
3)
4)
5)
In making media decision, we have to
consider the following factors :
The financial allocation for advertising.
The nature of the product and the demand for
it.
The type of the prospects, their location and
other characteristics.
The nature of competition and the extent of
coverage required.
Cost of media, co-operation and promotional
aids offered by media, media circulation.
Right media of advertisement will
enable the advertiser to deliver the message
effectively to the intended markets or
prospects.
Factors affecting media selections
1. Nature of product :product to be advertised can be
industrial product or consumer product. Such
product advertised in specific trade journals,
magazines. consumer product advertised
through mass media television, newspaper and
outdoor advertising etc. such magazines
circulation at in other countries ‘product form
India’, ‘products finders’.
2. Nature of customers :-
A.
An appropriate media plan must
consider the type of consumer. Differ in their
age-group, sex, income, personality,
educational, attitude etc. consumer group that
is man, women, children, young, old,
professional, businessman, literate, illiterate
etc. some of the consumer traits affecting
media selection are discussed below.
Age:advertising for kids products , television is
the best media for communicating message. TV
add in cartoon, tv channels and for young
Magazines and for old television are good choice.
B. level of education:For highly educated – in magazines,
national newspaper, internet and television etc.
For less educated – local newspaper,
languages, TV ,magazines etc.
For illiterate – print media is not suitable.
Broadcast media is good choice.
C. Number of customer:For more customer - mass media, like
television, newspaper.
For less customer – direct mail, media,
advertising on telephone are suitable.
3. Distribution of product :-
4.
At the time of product distribution locally
or regionally, then media with local coverage
like newspaper, cable network etc. it the
product is national level, then national dailies ,
level , TV channels will be suitable.
Advertising objectives :The main objective of every advertising
is to get favorable response from customer and
also for get immediate results, for these fast
media like newspaper will be considered. If for
build corporate goodwill and brand equity then
magazines, television will be considered.
5. Nature of message :-
6.
if advertising message is informative
newspaper will be suitable. If persuade
consumer and potential consumer, emotional
apple and rational apple for television media
will be suitable for advertising. At the time of
schemes, discount, exchange, festival offer.
then posters, banners and newspaper are
suitable.
Size of ad-budget :If budget is more then costly media, that
is television, national dailies, popular
magazines can be selected. If budget is less
Then media like posters , banners, cable-network,
local newspaper will be suitable.
7. Media used by competitors :If advertiser does not consider
competitors move regarding media, then is
possible that advertiser’s market share is taken
by competitors. If the industry leader is using TV
as media at that time consider the same media.
8. Media – availability :sometimes specific space for
advertisements is in print media is already book
by other advertiser and hence space not
available. Sometimes it happens advertisement.
On front page , cover page is already book by
others. Similarly advertisement on television
during particular programme. It happence booked
by others advertisers.
9. Media reach and coverage :such media should be selected which
has wide reach and can cover our target
customers. Media reach means total
circulations viewership of media for a given
time. Media reach means total numbers of
person who are exposed to a media in a
specific time period. Media coverage means
number of advertiser target customers
Exposed to media in a specific time period.
10. Media cost:Advertiser should compare the cost of
each media by considering the number of
audience covered by such media. It seems to
be costly but it can cover large number of
audience, then cost per audience will be less.
media cost should also be compared in
terms of cost per unit of reader, or cost per unit
of viewer. That media should be selected
whose cost per reader or cost per viewer are
minimum.
11.Media frequency :it is refers to average number of times,
the audience is exposed to media vehicle in a
specific period of time. Sometimes the new
newspaper will come and old newspaper will
be discarded the same day, in case of
magazines, media frequency is more.
Magazines are used for so many times. So
media with higher frequency should be
selected.
12.Media image :some media image is better image in
comparison with other media vehicles. So
media with good image should be selected.
And we should not select media with bed
image.
 Characteristics of important media
1. MURAL ADVERTISING :-
Mural or outdoor
advertising has long life. It has a general and wide
appeal. It can attract attention of numerous people. It
is good to remind prospects. An advertiser has ample
scope to use his skill and art in advertising.
 However, outdoor advertising has certain limitations.
It can not have a long message. It is not useful in
selective advertising or for specialised products.
2. PRESS ADVERTISING :- Newspaper have a
general and wide appeal. It is a very common method
of publicity. Newspaper are flexible and timely.
Repeat advertising is possible. Periodical change in
size and contents is also easy. Selective advertising
to some extent is available. Effectiveness of
advertising can be estimated by having keyed
advertisements. Newspaper offer promotional
assistance. Coloured and attractive advertisements
are now available even in newspapers. They are the
best source of market information.
 Newspaper are truly a way of life to most of the
literate people. They have short closing times.
 However, newspaper have short span of life.
Waste in advertising is considerable. Illiteracy
affects its utility. magazines and trade journals
are other means of press publicity. they are
best for coloured and attractive
advertisements. They have longer life, greater
retentive value as well as reference value.
Selective appeal is possible.
 They have limited circulation. They have
higher unit cost per contact.
3. FILM ADVERTISING :-It is a wide appeal.
it can overcome language barriers. Audiovisual (sound and sight) technique has
maximum impact on audience. Sound and
sight both are employed for communicating
our message. Repeat advertising is possible.
However, both cost of production as well as
cost of distribution of slides and films are quite
high. Selective advertising is not possible.
Effectiveness cannot be measured. Waste in
film publicity can be considerable.
4. RADIO ADVERTISIMENT :- Of all the media, radio
has the shortest closing times : radio use only an
audio signal. The copy can be submitted up to air
time. Announcement can be made very quickly. It can
secure dealer support. It has a very wide apple. It is
suitable even for illiterate people. Repeat message is
quite common. Spoken word has greater impact than
written word. With the entry of FM radio programme
ranging from all – talk to Indian and western music,
certain target markets can be easily approached.
However, radio cannot permit selective advertising. it
cannot give detailed information. It has law memory
value. Radio has low listing level as it is often used as
background for working, studying or some other
activity.
5. TELEVISION ADVERTISEMENT :- Television

uses both video and audio signals. It is a
unique combination of vision, motion and
sound. Products can be demonstrated and
also described. We have best sales
presentation. Television has all the advantages
of radio, namely, sound and explanation, plus
the additional advantages of sight. It can
appeal through ear as well as eye. Product can
be demonstrated with explanation. Television
reaches the audience almost like personal
face-to-face contact.
Television combines all of the elements of
communication : (1) illustration, (2) music, (3)
spoken words, (4)written words.
 commercial ads by sponsors of T.V. series have
6.
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shown creativity and innovation. For global marketers
it is a boon.
T.V. ADVERTISEMENT IN INDIA :T.V. is somewhat expensive medium.
It takes permanence.
T.V. message must be seen and understood
immediately.
HEANCE, T.V. does not allow complicated messages.
In India, by 2005 we have round the clock coloured
T.V. programmes with multichannels. Tailor-made T.V.
programmes can be made for each age-group or
each market segment. T.V. has penetrated even in
rural India. T.V ads have very bright future. Tv ad
appears many channels.
7. DIRECT MAIL :- Direct mail is any
advertising sent by mail including sales
letters, folders, pamphlets, booklets,
catalogues and the like. Direct mail is the
most personal and selective media. It
reaches only the desired prospects. It has
minimum waste in circulation. The
advertising copy can be very flexible. It has
maximum possible personal features even
without personal contact. It can provide
detailed information about the product or
service, creating lasting impression. Its
effectiveness is measurable. it can be timed
as per advertiser’s will. It has maximum
personal appeal.
 however, direct mail is costly. We may not have
proper mailing list. Receiver may consider it as junk
mail as it may not have entertainment value. It is not a
good means of mass communication.
8. ADVERTISING SPECIALITES :- These include a
wide variety of items, such as calendars, book,
matches, pens, pencils, knives, key rings,
diaries,memopadvertisements, cigarette lighters,
blotters, paper weights, electronic clocks, purses,
rainhats and so on. They are given to advertising
targets without cost or obligation. advertiser’s name,
address, phone, number, and a short sales message
are
Imprinted on the item. The advertiser can
choose from among 5000 specialties in the
market. Advertising specialties are reminder type
of promotion. It is hoped that they will lead to
customer’s orders and re-orders. However, they
have limited space available for sales message.
They are also costly.
9. POINT-OF-PURCHASE ADVERTISING :It really represents sales promotion devices. It
covers the display material used in advertising
programme. Such point-of-purchase material
may include advertising on the package,
window banners, shelf-talkers, merchandise
tags, package stuffers, information folders and
booklets and such other displaying materials.
10.TRANSIT ADVERTISING :- It onsists of card
advertising, which is located within buses,
railways, subways, and outside displays which
appear on the fronts, sides, and backs of
buses or other public transport and
transportation terminals. It is the lowest-cost
media. It gives geographic selectivity
and seasonal selectivity. It has high readership. It can
reach pedestrians and traveling public. Non-riders are
not exposed to car-cards located inside the vehicle.
Car-cards have small size, and they can carry only
short copy. Transit advertising is limited in quantity by
the number of public vehicles in operation.
 conclusion
Most media may be used effectively
for the attainment of different objectives, also
most objectives may be achieved through
any of a verity of media.
 Review of the topic
Introduction of advertising
Various definition of media selection
Media of advertising chart
Media selection
Characteristics of important media
Conclusion
Bibliography