Question

The consumer is exposed to hundreds of messages a day. There is no guarantee the information will be attended to, processed, comprehended or stored in memory for later retrieval. Creating effective advertising messages is critical, but it is essential also that these messages be placed in the right media and vehicles. Selecting efficient media to carry the message becomes more difficult as channels of communication become more fragmented and cluttered. With your new role as brand manager of a multi-national company advice your marketing communication manager. Explain five (5) critical factors with examples to consider in selecting a media channel for your marketing communication.

Answer 1

Ans - Five critical factors with examples to consider in selecting a media channel for your marketing communication-

1-The nature of product- A product that is needed by all will encourage mass media like print, broadcast, telecast, outdoor and the like. A product needing demonstration warrants television and screen advertising. Industrial products find favour of print media than broadcast media. Products like cigarettes, wines and alcohols are never advertised on radio, television and screen.

2-Potential market- The aim of every advertising effort is to carry on the ad message to the prospects economically and effectively. This crucial task rests in identification of potential market for the product in terms of the number of customers, geographic spread, income pattern, age group, tastes, likes and dislikes and the like. If the message is to reach the people with high income group, magazine is the best. If local area is to be covered, newspaper and outdoor advertising are of much help. If illiterate folk is to be approached, radio, television and cinema advertising are preferred.

3- The type of distribution strategy-The advertising coverage and the distribution system that the company has developed have direct correlation. Thus, there is no point in advertising a product if it is not available in these outlets where he normally buys. Similarly, the advertiser need not use national media if not supported by nationwide distribution network.

4-The budget available-A manufacturer may have a very colourful and bold plan of advertising. He may be dreaming of advertising on a national television net-work and films. If budget does not allow, then he is to be happy with a low budget media like his news-paper and outdoor advertising.Instead of colour print in magazine, he may be forced to go in for black and white. Thus, it is the resource constraints that decide the choice.

5-The type of selling message- It is more of the advertising requirements that decide the appropriate choice. The advertisers may be interested in appealing the prospects by colour advertisements. In that case, magazine, film, television, bill- boards, bulletin boards serve the purpose.If the timeliness is the greater concern, one should go in for news-paper, radio, posters. If demonstration is needed there is nothing like television and screen media. If new product is to be introduced, promotional advertising is most welcome.