1. The Nature of Product
A product such as hair oil, toothpaste, washing powder etc. are used by masses / every household. In such case mass media such as print, broadcast, outdoor media etc. can be selected. Television media can be used for products requiring demonstration such as electronic goods. For Industrial products, print media such as catalogue is more suitable.
2. Advertising Objectives
Objectives of advertising are the prime considerations in media selection. Advertising objectives may be to inform, remind, convince, create prestige, or to increase sales and profits. Those media capable to meet company’s expectations are likely to be selected.
3. Cost of Media and Company’s Financial Position
Media selection decision is highly influenced by media costs and firm’s ability to pay. Company has to pay for buying space and time in media and preparing advertising copy fit for the media to be selected. TV, radio, films are costly in terms of buying time and preparing advertising copy. Print media are relatively cheaper in both space and preparation of advertising message. Some outdoor media are quite low in cost.
4. Management Philosophy
Management philosophy determines which media should be selected. If company’s top management philosophy is not to spend more money for advertisement and to offer the product at a low price, it may go for cheaper media.
5. Competitor’s Strategy
The advertiser should consider competitor’s media selection strategy. After considering competitor’s media strategy, advertiser can take decision about his media selection.
6. Type of Buyers
Buyers can be classified into various classes such as age, occupation, income, gender etc. For the firm, it is important to know whether the target groups can be exposed by the particular medium. For instance, to target housewives, TV can be the best media. For old age audience, newspaper can be the best media. For college students, internet can be the best media.
7. Media Circulation / Coverage
The area covered by the media is an important criterion. Some media are capable to cover the globe while some can cover only the limited locality. For example, the local newspapers cover limited areas, the national newspapers like The Time of India and The Economic Times cover the whole nation. Similarly, certain magazines have national and international circulation. And, the same is true with broadcasting and outdoor media.
8. Credibility and Image of Media
Credibility and image of a media can affect selection decision of media. Advertising message appears in the reputed newspapers or magazines carry heavy impression and effect than substandard media. People don’t trust the appeal published in the lower standard media. Prestige of media becomes the prestige of advertiser.
9. Past Experience
Company’s own past experience may be instrumental to decide on advertising media. For example, if company has satisfactory past experience of using a particular media, there are more chances to use the same media again and vice versa.
10. Type of Advertising Message
If a message is simple and easily understood, print media are sufficient. If a message is complicated, and the company wants to demonstrate and explain, broadcasting media suit the needs.
11. Expert Opinion
Marketing experts or consultants who work on professional basis can be consulted to suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market situations in relation to products to be advertised, can recommend the suitable media. Since they have experience and expertise in the field, they are in better position to judge the suitability of each of the media in relation to product and company’s financial position. They charge fees for their consultancy services.
12. Media Restrictions
Products like cigarettes, wines and alcohols are not allowed to advertise on radio and television. For such products posters can be used in local shops.