Factors to be considered for Print Media advertising
print media advertising
it's important to evaluate several key factors to ensure the advertising effort reaches the target audience effectively and efficiently. Here are the main factors to consider:
- Potential Market:
- Identification: Determine the potential market for the product, including number of customers, geographic spread, income pattern, age group, tastes, likes, and dislikes.
- Target Audience: Choose the medium based on the target audience. For instance, magazines are suitable for high-income groups, newspapers for local coverage, and visual media like radio and television for illiterate populations.
- Nature of the Product:
- Product Needs: Products needed by a broad audience benefit from mass media (print, broadcast, telecast, outdoor).
- Demonstration Needs: Products requiring demonstration are better suited for television and screen advertising.
- Industry Preference: Industrial products typically favor print media over broadcast media. Restrictions may apply for certain products (e.g., cigarettes, alcohols) on specific media.
- Advertising Objectives:
- Coverage: Determine whether the objective is local, regional, or national coverage.
- Demand Creation: Decide whether the goal is to create primary or secondary demand, and whether immediate or delayed action is desired.
- Secrecy: Maintain confidentiality if required, which might influence the choice of advertising medium.
- Distribution Strategy:
- Availability: Ensure the product is available in the advertised areas. National advertising requires a national distribution network.
- Alignment: Align advertising coverage with the company’s distribution system to avoid mismatch.
- Type of Selling Message:
- Color Ads: Use magazines, films, television, and billboards for color advertisements.
- Timeliness: Newspapers, radio, and posters are suitable for timely messages.
- Demonstration: Television and screen media are ideal for products needing demonstrations.
- New Product Launch: Use promotional advertising for introducing new products.
- Competitive Advertising:
- Study Competitors: Evaluate competitors' media choices and spending patterns to inform your strategy.
- Experience and Tactics: Learn from competitors' successes, but avoid blind copying.
- Media Availability:
- Access to Media: Check the availability of desired media, especially for high-demand outlets like radio and television.
- Timing: Ensure media availability aligns with the planned advertising schedule.
- Budget Constraints:
- Resource Allocation: Budget limitations can restrict media choices. For example, low budgets may necessitate using newspapers and outdoor advertising instead of national TV networks.
- Cost-Effective Choices: Choose the most effective media within budget constraints, balancing between reach and expenditure.
- Characteristics of Media:
- Coverage: The reach and circulation of the media. Larger coverage increases message exposure.
- Reach: Actual readership, listenership, and viewership over a given period.
- Relative Cost: Analyze and compare the cost per time and space bought across different media.
- Consumer Confidence: The credibility of the medium with consumers. Newspapers and magazines generally have higher credibility.
- Frequency: Number of times the target audience is reached within a specific period. Higher frequency mediums include newspapers, television, and radio.
By considering these factors, advertisers can tailor their print media strategies to maximize impact and achieve their marketing objectives effectively.