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Selective Advertising Media: Briefing Importance of Selecting the Appropriate Advertising Media Factors to Consider in Selecting Advertising Media Selecting the appropriate advertising media is a very important process for a number of reasons: The cost of media is usually the largest expenditure of an advertising budget; therefore, choosing the most cost-effective medium or mix of media is essential. The media-selection process is not simple because there is rarely one right or wrong way to select appropriate media; the process requires careful analysis involving both research and judgment on the part of the decision maker. Perhaps most significant of all is the critical role media selection plays in advertising efforts; a business must use the medium or media that will do the best job of delivering advertising messages to potential customers. Situational factors are existing conditions which affect a business and its advertising. Situational factors that should be reviewed when selecting advertising media include: Objectives o Objectives are the goals that a business wants to accomplish through advertising. o A business needs to develop specific objectives before selecting the appropriate media to use to attain those goals. Target audience o Target audiences, often referred to as target market or customers, are the most likely prospects for a good, service, image, or idea. o The best way to ensure that target customers are exposed to your advertising message is to identify their media-usage habits. Once you know what they watch, read, or hear, you can begin to narrow your choice of media. In other words, your target customers should be part of the audience of the media you select. o By selecting media that attract many of your target consumers, you can reduce or limit waste circulation, which is the number of people exposed to an advertising message who are not potential customers and, therefore, not part of the target audience. Competition o The competition and its media use must be considered. o Since most businesses compete for customers, they use the same advertising media to reach the same target audience. o Occasionally, businesses might advertise in a different medium to bring attention to themselves. Budget o Budget constraints, or the available media budget, are often the most significant factor affecting media selection. Selective Advertising Media: Briefing Factors to Consider in Selecting Advertising Media (cont’d) Product o The nature of the product will also influence media choice. o Certain products, such as those which are colorful or luxurious or those that need to be demonstrated, lend themselves to certain media. Home furnishings, fashions, jewelry, and automobiles need the color-reproduction quality of magazine ads or television commercials. Product demonstrations are best presented by television. Other items (e.g., hotels, gasoline, etc.) are effectively advertised on outdoor media. Distribution o Where a product is distributed, or its geography, is also important. Media-related factors must also be considered. Media factors can be quantitative or qualitative. Quantitative media factors, those that can be measured numerically, are believed by many to be the most important factors when selecting media. These quantitative media factors include: Cost o Cost should be evaluated in terms of both the total cost of using a medium and the cost per person, often referred to as cost efficiency. o Total cost can vary significantly across media (e.g., television vs. print media) and within a medium (based on length, size, placement, color requirements, etc.). o Measuring cost efficiency, or the cost of reaching potential prospects, allows advertisers to compare the efficiency of different media vehicles. o This comparison is based on the cost per thousand (CPM) of the total audience exposed to an advertising message. Cost per thousand (CPM) = (Cost of the ad × 1,000) ÷ Audience o In most cases, only part of the audience exposed to an advertisement would be considered likely prospects for a product—the members of the product’s audience. The calculation is basically the same, but the audience size is adjusted to reflect the number of likely prospects in the audience. Weighted cost per thousand (CPM) = (Cost of the ad × 1,000) ÷ # of likely prospects in audience Selective Advertising Media: Briefing Factors to Consider in Selecting Advertising Media (cont’d) Media coverage o A business must also consider whether extensive or intensive media coverage is more desirable when advertising its products. o Extensive coverage means reaching a large audience—commonly referred to as reach. Reach is the number of different people in the target audience who are exposed at least once to an advertising message. The reach only includes each person once, even if each person sees the message more often. o Intensive coverage means reaching a smaller group of people more often—known as frequency. Frequency is the average number of times a person in the target audience is exposed to an advertising message. Average frequency is determined by dividing the total number of exposures by the total number of people reached. o In general, if your goal is to reach as many likely prospects for a product as possible, then several media vehicles should be used. o If you want to emphasize frequency by exposing a smaller target audience to an advertising message several times, then several ads placed in just one or two media will achieve your goal. Geographic coverage o The geographic coverage of selected media should be about the same as the availability of the product. o Generally, advertising a good or service beyond the target market’s locale is wasteful and inefficient. Lead time o Lead time is the amount of time required by a medium to place an advertisement. Network television and monthly magazines generally require the longest lead time. Daily newspapers and radio have fairly short lead requirements. o Businesspeople need to consider their particular needs in light of lead-time requirements. Qualitative media factors, which are not as easy to measure as quantitative factors, play a smaller—yet still important—role in selecting advertising media. Qualitative factors include: Credibility o Credibility involves a medium’s believability in the minds of consumers. o Consumers often take advertising that appears in highly credible media more seriously. Selective Advertising Media: Briefing Factors to Consider in Selecting Advertising Media (cont’d) How to Select Advertising Media Editorial environment o The media are different from each other and have their own unique editorial environments: the type of information, or content, they present to attract their audiences. o Editorial environments also vary within each medium. o Each type of editorial environment appeals to a specific group of consumers. o Businesses also consider other aspects that are related to editorial environment: The climate, or mood, of the media vehicle should complement the product and the advertising message. Businesses consider the level of clutter found in the media vehicle; clutter—the existence of a large number of ads within a medium or vehicle—can limit the impact of any single ad. Businesses consider the impact—the impression an ad will make on the average consumer in the target audience—that a certain medium offers in relation to others. Businesses that handle their own advertising and deal directly with local media can use the following steps to make sound advertising media selections: Determine the problem. o Analyze the situation in terms of the various situational factors (e.g., advertising goals, primary target audience, competition, etc.). Consider potential media options and total costs. o List the media and vehicles that are available along with the cost of space or time for each. Select the appropriate media and vehicles. o Considering all situational factors as well as quantitative and qualitative media factors, choose the appropriate media. o The best media vehicle to select is the one that advertises your product at the right time, in the right place, and to the right audience. Determine the time schedule. o Media scheduling or timing relates to the degree of continuity desired from your advertising. o Media scheduling or timing strategies include: Continuous strategy (emphasizes a steady, even scheduling of media, following a regular pattern; good for products that are purchased regularly) Flighting strategy (concentrates advertising during peak sales periods followed by periods of no advertising) Pulsing strategy (involves intermittent bursts of advertising; often used to support continuous advertising campaigns) Selective Advertising Media: Briefing How to Select Advertising Media (cont’d) o The media-scheduling strategy should be chosen according to the advertiser’s particular needs and type of product. For businesses that sell products that consumers need regularly, a continuous strategy is probably best. Flighting and pulsing strategies might be better for businesses that have seasonal sales or are introducing new products.