Principles and Practices of Marketing
  • Cost element-refers to amount of money to be spent in advertising.select the most cost effective media.
  • Frequency-this is the number of times the public will hear a single advert.the higher the frequency the better the impression created.
  • Impact-this is the effect of an advert on the target audience and it is measured through the ability of audience to remember the advert.
  • Target group-various market segment use different media and the choice of media must be related to the audience targeted.eg royco cubes would be advertised via radio as opposed to newspaper.
  • Acceptability-this relates to the media house and whether they will accept to advertise a particular product e.g. Christian median stations may not accept to advertise alcoholic beverages,cigarettes and illegal substances.
  • Readership-this is the coverage of media in terms of number of people who will have a direct access to a particular publication incase of print media and those who are literate to understand the message.eg current newspaper circulation stands at 300,000.
  • Physical characteristics-the mediums characteristics ie visual aspects,colour movement etc have to be considered in relation to the type of advertisement run.tvs,newspaper and magazines show this attributes.
  • Quality of production-where the quality of advertisement is of great consequence,then the medium that produces quality advertisements is preferred.
  • Nature of the product-a product meant for general consumption will be advertised in a medium that has very wide reach.eg hospital machines and medicines would be advertised through trade journal to which doctors subscribe.

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