The media that a firm chooses for its advertising campaign plays a critical role in shaping the effectiveness of the initiative. Poorly selected media often yield unsuccessful marketing programs. On the other hand, when a firm is careful in its choice of media, it can expect to achieve the goals of its advertising initiative. In selecting the media, firms need to consider a wide range of factors. They include the audience and the particular product or service that the firm is promoting. By carefully considering all of these factors, firms can captivate audiences and convert interest into sales.
Procedure for Selecting Media
An elaborate procedure has been developed to help in the selection of the advertising media. Among the primary steps in this procedure include determining the reach, frequency and timing of available media (Moorman, Niejens & Smith, 2010). This step involves establishing that the selected media allows for a wide reach and for the company to communicate with the target audience at the most convenient time. For example, the firm could narrow its search to media that places advertising at prime time. Before even considering the available media, the firm should begin with a needs assessment. This assessment enables it to determine the purpose of the advertising campaign and the needs that it would like met. For instance, it could be that the company simply wishes to introduce their customers to a new product. By conducting a needs assessment, the firm ensures that the selected advertising media allows for its needs to be met fully. Another component of the media selection process is securing funding. Without adequate funding, it is nearly impossible to conduct a successful marketing campaign. By considering the available funding, the firm is able to select a medium that is affordable yet effective (Jugenheimer, Kelley & Monroe, 2014). When it follows the steps of the media selection procedure, the company will identify a medium that facilitates seamless communication with its target customers.
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The 5 W’s
To be effective, any marketing strategy should include the 5 W’s. These are who, when, what, where and why (McKee, 2010). Basically, the firm needs to determine the target audience, the most ideal time for communicating with this audience, and establish the purpose of the advertising campaign. Furthermore, the firm needs to establish the response that it wishes to elicit among its audience members and the locations where the audiences are situated. For example, suppose that the company wishes to draw the attention of teenagers to a new product. The 5 W’s will guide it in targeting these teenagers in such places as schools, the digital space and shopping facilities. Using the 5 W’s, the company will also determine that it aims to inspire the teenagers to purchase its products. Overall, the 5 W’s is an effective approach for developing a targeted advertising initiative. This approach is also helpful when selecting an advertising media. For instance, the media that the company chooses should be such that it allows for extensive reach in various locations while accurately conveying the purpose of the advertising program.
Rules of Media Buying
When purchasing advertising media, it is critical for firms to follow the golden rules that apply promote effectiveness. Ensuring that there is an adequate amount allocated for advertising and that the selected media offers a platform for the company to engage the audience in a seamless fashion are the main rules (“Advertising Budget”, n.d). There is no question that these rules apply to the company. As indicated in the scenario, this firm is purchasing an advertising medium. The firm must align the medium with the goals that it wishes to accomplish. Moreover, so as to obtain value for money, the company should only consider media that are affordable without compromising effectiveness. Another rule that governs the media purchasing process is defining the target audience (“Advertising Budget”, n.d). When it fails to identify the traits that characterize its target customers, a firm cannot expect to develop a highly specific initiative. Instead, the campaign will be too general and therefore ineffective.
References
Advertising budget. (n.d). Inc.com. Retrieved December 15, 2018 from https://www.inc.com/encyclopedia/advertisingbudget.html
Jugenheimer, D. W., Kelley, L. D., & Monroe, F. K. (2014). Advertising management. London: Routledge.
McKee, S. (2010). The five W’s of marketing. Bloomberg. Retrieved December 15, 2018 from https://www.bloomberg.com/news/articles/2010-10-15/the-five-ws-of-marketing
Moorman, M., Niejens, P. C., & Smit, E. G. (2010). Advertising media selection and planning. Wiley International Encyclopedia of Marketing. DOI: https://doi.org/10.1002/9781444316568.wiem04010
