Media selection is finding the most cost-effective media to deliver the desired number and type of exposure to the target audience.
For an effective media selection a firm must take the following factors into consideration:
- Budget: A firm with a limited budget for promotion and advertising needs to limit the coverage amount a specific media will provide. It should keep a balance between its budget and the coverage amount.
- Objectives of the Campaign: The campaign’s objectives are one of the factors that will affect the budget and the amount of coverage. If the campaign objective is raising the firm’s brand awareness among the youth market then it will affect any decision the firm makes above. In this case, the firm needs to spend more on specific publications to meet the objectives.
- Target Audience: The media the firm selects is certainly influenced by its target audience. The firm needs to select the media that its target audience is related to such as the newspapers or magazines, they read or the social media sites they use.
- Concentration: The firm’s campaign message’s concentration or focus should also be considered whether it should be emotional or clear cut.
- Media’s Readership: Readership means the number of times readers have read the publication.
- Media’s Circulation: A firm needs to calculate the total circulation of the chosen media.
- Timing: The firm will also consider when it wants to start the promotional campaign while media selection.