What are the key considerations for the selection of media for an advertising campaign?
The media planner has the choice of spreading the campaign over 2 or 3 different media or putting all the efforts behind a single one. For this task there is a checklist. Does it achieve impact and penetration in terms of the message it has to deliver? Does it cover a reasonable percentage of the target market? Is the message appearing with sufficient frequency to influence choice at time of sale? In almost every case, there is one medium which will give a more positive answer to these questions than any other. The campaign therefore should be concentrated on achieving adequate coverage and frequency.Before the media plan is made it is necessary to know the budget allocated for the task. The media planner then makes the best of what is set aside. Size of the campaign is dependent upon the creative requirement; and once a size is established, the length of the campaign and the selection of the media can be planned to minimize the wastage.
