The media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. The major advertising media along with their costs, advantages, and limitations are to be well understood.
Every media plan requires that specific media types be selected – Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners must consider several variables before choosing among major types:
Target –audience media habits:
This is the most important factor. Housewives watch more of television, whereas, working women go for magazines. Again television programmes have different viewers. For instance, “world this week” is viewed by teenagers and young adults. Therefore, it would be advisable to advertise during “World this week” such products which are of interest to teenagers and young adults. Radio and television are the most effective media for reaching teenagers.
Products that require demonstration can suit for television. For example, the demonstration of the use of a vacuum cleaner by Eureka Forbes. Financial advertising such as new issue of shares is good in newspapers. Women’s dresses are best shown in color magazines, and Polaroid cameras a best demonstrated on television. Media types have different potentials for demonstration, visualization, explanation, believability, and color.
Again there are media restrictions on certain products. For instance, alcoholic drinks and cigarettes cannot be advertised in press as well as on DD and AIR, hence these two options are totally ruled out.
The type of message dictates the type of media. For example, an ad that features technical information is best suited for specific magazines. Again, an ad from retailer announcing major sale on discount requires more of local newspapers.
Television is very expensive, where as, radio is very economical. However, cost is not the only factor, even if it is calculated on the basis of cost per- person reached. The impact of the media is to be taken into account