Erica Flor C.

Caliuag
201
BSA II-I
2:00p.m.

Marketing
WS/

12:30-

MEDIA SELECTION
One of the most important decisions in developing an advertising strategy is
the selection of appropriate media to carry a firms message to its audience. The
media selected must be capable of accomplishing the communications objectives:
1. Informing, persuading, and reminding potential customer of the goods, service,
person, or idea advertise. 2. To achieve adequate media coverage without
advertising beyond the identifiable limits of the potential market. 3. Cost
comparison between alternatives should determine the best possible media
purchase.
Advertising media selection is the process of choosing the most costeffective media for advertising, to achieve the required coverage and number of
exposures in a target audience.
TYPES OF MEDIA SELECTION
Broadcast Media
1. Television
a. This is normally the most expensive medium, and as such is generally
only open to the major advertisers, although some regional contractors
offer more affordable packages to their local advertisers.
b. It offers by far the widest coverage, particularly at peak hours (roughly
7.0010.30 p.m.) and especially of family audiences
c. Offering sight, sound, movement and colour, it has the greatest
impact, especially for those products or services where a
'demonstration' is essential; since it combines the virtues of both the
'story-teller' and the `demonstrator'.
d. To be effective, these messages must be simple and able to overcome
surrounding family life distractions
e. Offers the impact of moving images as well as spoken words. Can
easily be geographically targeted.
f. Has grown to rival newspapers as the dominant advertising medium
Because cable audience has grown, advertisers have earmarked more of their
advertising budgets for this medium. Cable advertising offers marketers access
to more narrowly defined target audiences than other broadcast media can
provide- a characteristics referred to as narrowcasting.
2. Radio
a. Popular for targeting advertising messages to local audiences

b. It can be a cost-effective way of reaching these audiencesespecially

since production costs are much cheaper than for television, though
the lack of visual elements may limit the message.
c. The 24-hour availability of radio is helpful to reach a variety of
customer sub-segments. In addition, it is a well-established medium to
reach rural areas.
d. Popular choice for up-to-the-minute newscasts
e. Recently, has become one of the fastest-growing media alternative
Marketers frequently use radio advertising to reach local audiences. But in
recent years, it plays an increasingly important role as a national-and even
global due to satellite radio. It offers much higher-quality digital signals than
regular radio stations, with many more channels mostly free and generally
commercial free.

Print Media
3. Newspapers
a. Reach customers who are in the market to buy today. Unfortunately,
people not currently in the market for your product or service are less
likely to notice your ad than if it had appeared in another media.
b. It continues to dominate local markets.
c. Important advantages include flexibility and community prestige.
d. Newspapers facilitate coordination between local and national
advertising.
e. Newspapers offer powerful merchandising services like promotional
and research support.
Newspapers have begun to struggle to get through the noise of other
advertisers. However, its advantages start with flexibility because advertising
can vary from one locality to the next. It also allows intensive coverage for ads.
Newspaper advertising does have some disadvantages: hasty reading and
relatively poor reproduction quality, although that is changing as technology
improves.
4. Magazines
a. Expensive, but high-impact with tight targeting. Little waste. Weakness
is infrequency of repetition.
b. Divided into two broad categories of consumer magazines and
business magazines
c. These categories are also subdivided into monthly publications and
weekly publications
Top five in the U.S.
AARP
The
Readers Digest
TV Guide
Magazine

Better Homes &

Gardens

National
Geographic

d. Automotive, retail, and movies and media advertisers are the biggest
spenders
e. It targets different consumer interests through magazine advertising.

The primary advantages of magazine advertising include the

ability to reach precise target markets and quality reproduction. Although lack of
flexibility is its disadvantage compared to newspapers, radio, and television.

5. Direct Mail
a. Highly targeted, all the way down to the level of the individual, but
shockingly expensive to do right for use of direct-mail accounts for 19% of
total advertising expenditures.
b. Almost half is immediately discarded as junk
c. Detailed information and personalization

Example of Direct Mail piece

Typical Contents of Direct Mail Envelope: Offer Letter,

Promotional Brochures, Reply Card and Self Addressed, Stamped Reply
Envelope

The advantage of direct mail explains its widespread use;

however, its downside is clutter, otherwise known as junk mail. So much
advertising material is stuffed into peoples mailboxes every day that the task of
grabbing consumers attention and evoking some interest is daunting to direct
mail advertisers.

6. Outdoor Advertising (out-of-home advertising)

a. These reach more people for a dollar than any other media, but are
limited to a picture and no more than eight words.
b. It includes billboards, painted bulletins or displays (such as those
appearing on walls of buildings), and electric spectaculars.
c. The oldest and simplest media business
d. Is particularly effective along metropolitan streets and other hightraffic areas
e. Faces public concern over aesthetics