Question

1. Select four advertisements you have seen recently - one newspaper, one magazine, one website banner and one television. What advertising objectives do you think the organization had in each case?

What are the four main factors to consider when selecting an advertising medium?                                                                                                    

Answer 1

First, The Newspaper advertisement was for Nescafe:

The Caption used was Perfect Coffee instantly made!

Below the caption, the image of the coffee in the mug was placed.

There was also a small pouch of the Nescafe coffee powder pasted with the advertisement with the heading- FREE SAMPLE

Advertisement Objective in NESCAFE advertisement was to let people taste their product and increase awareness of the people about its product.

The purpose of a free sample is to acquaint the consumer with a new product, and is similar to the concept of a test drive, in that a customer is able to try out a product before purchasing it.

The Free sample also tempts the existing customers.

So, the objective here was to create awareness about the product by showing generosity and tempting the customers.

Second, The Magazine advertisement was for a Mobile Phone:

The caption used was Splash some water, the all-new waterproof Mobile Phone.

There was this image of the New Mobile Phone with a Splash of water on it.

Also, there was a message below the image which states that "In an emergency, a smart-switch will shut off the phone's power supply and corresponding components to prevent any damage to your phone's circuitry".

Advertisement Objective in Mobile's advertisement was to promote its water-resistant feature which distinguished it from other competitive brands and its objective was to get an edge over its competitors.

The advertisement also promotes that the water-resistant quality of the mobile phone makes it safer and convenient to use.

Third, The Website banner advertisement was for an NGO associated with child care:
The caption used was as follows: We need your help, support us to grow with you.

There was an image of children between 8-12 years of age, having books and bags in their hands.

There was also a message below the image that read as - We love going to school, can you please help us in fulfilling our dreams?

One of the main objectives of the NGO in this advertisement was to reach and create an impact on as many people as possible in order to raise funds and raise people's awareness of the problems for which millions of underprivileged children struggle in silence.

Fourth, The Television advertisement was for School Shoes for Students:

The advertisement started with a message that more youngsters are growing up in our shoes than any other brand.

Also, there was this video of students running and playing in the playground of the school comfortably in their shoes.

At the end also, there was this message that School going feet need the 6 point fit which only our shoes can give.

Advertisement Objective in this Shoe's advertisement was to promote the quality of the shoes and the comfort that the students have while playing in these shoes. The brand also promoted that they are an old brand and people can trust their quality over other brands.

Four main factors to consider when selecting an advertising medium are:

1. Reach or Number of People Exposed to the Message:

It is an important criterion to choose among ad media. Reach means the number of different people exposed to a particular medium at least once during a specified time period. Mass media are capable to reach millions of people by just one exposure. Television has more exposure capacity compared to outdoor media at a particular time.

2. Type of Buyers:

People to be influenced should be taken into account while selecting the media. Buyers can be classified into various classes as discussed in market segmentation. Each medium has its special viewers, readers, or audience. For the firm, it is important to know whether the target groups can be exposed by a particular medium.

Television is the most common medium but can be made more particular by selecting the special programme. Magazines are capable to appeal particular sex, age groups, or professionals. Daily newspapers are again very general in nature.

3. Type of Advertising Message:

Each advertising message needs specific advertising vehicle. If a message is simple, print media are sufficient. If a message is complicated, and the company wants to demonstrate and explain, audiovisual media suit the needs.

4. Costs Media and Company’s Financial Position:

The media selection decision is highly influenced by media costs and the firm’s ability to pay. Company has to pay for buying space or time 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. As per media costs and the company’s financial capacity, the appropriate media should be selected.