Selecting Advertising Media

It has some steps in selecting advertising media. The major steps in media selection are
• Deciding on reach, frequency and impact
• Choosing among media types
• Selecting specific media vehicles
• Defieing on media timing
They are summarized in below:
• Deciding on reach, frequency and impact: To select media, the advertiser must decide what reach and frequency are needed to achieve advertising objectives. It is a measure of percentage of people in the target market who are exposed to the advertising campaign during a given period of time. Frequency is a measure of how many times the first three months of the campaign.
• Chopping among major media types: The media planner has to know the reach frequency and impact of the major media types, the major media types are newspapers, television, direct mail, radio, magazines, outdoor and the internet. Each media has advantages and limitations media planners consider many factors when their media choices.
• Selecting specific media vehicles: The media planner must decide the best media vehicles. Media planners must compute the cost per thousand persons reached by a vehicle.
• Deciding on media timing: The advertiser must decide how to schedule the advertising over the course of a year. The firm can vary its advertising to follow the seasonal pattern to oppose the seasonal pattern or to be small all year.