1. Nature of the product or service
The medium of chosen must fit the product or message to be advertised
Goods (especially new ones) that require explanations and demonstrations are best advertised at trade fair
Alternatively travelling salesperson can visit homes to demonstrate the use of household appliances
Women dresses are best shown in colour magazines
2. Target
This is the group of consumers the advertisement is aimed at, for example, teenagers, housewives, young men and women or other professionals
For example, women’s magazine have advertisements of cosmetics, jewellery, household items and other products which women needs
The radio and television are the most effective media for reaching children
3. Extent of market: local, national, international
If wide coverage is needed for a certain advertisement, the national newspapers will be a more popular media than the local newspapers
However, the local newspapers will be useful for tapping the local market
Television is the most popular medium for broadcasting any advertising message to the mass market which includes both the literate and the illiterate
4. Cost
The cost of the advertising medium should be considered in relation to the amount of funds available and the circulation of the medium
Example, the amount of funds available could rule out TV but the advertiser can put small advertisement in the newspapers instead
However, the advertiser should consider the costs when making a choice
Although advertising on television may be expensive, the size of the audience is will reach is great, resulting in lower cost per exposure
Advertising Agencies
Advertising agencies are the specialists or experts who undertake the task of advertising for the producers
An advertising agency has 3 main functions:
1. Creating the advertisement
2. Producing the advertisement
3. Placing the advertisement
They also give additional services like:
1. Market research – they provide information on who are they aiming at
2. Advice – Best medium of advertising use for the product
Advertising agency has 4 departments
1. Account Services department
“Account” in advertising terminology means clients’ business or customers
The account director heads this division
He is assisted by a number of account executives who communicate with the clients and handle all the work on the clients’ behalf
The account executive is responsible for taking “briefs” (information pertaining to the clients’ business – competitors, marketing strategies, sales target, etc) from the clients and discussing problems with the departments concerned
An advertising plan is then prepared and this is sown to the client for approval
The executive has to supervise and see to that working of the plan by checking on the progress of the various department
2. Creative department
This department is controlled by a creative director and it comprises two sections
i) Copy section – the copywriters in this section transform campaign ideas and creative themes into writing
ii) Art Studio – the art director and his artists will be responsible for presenting the visual ideas for the advertising campaign
3. Media department
Media plans that are appropriate to the advertising campaign are prepared in this department
The media planners ensure that each advertiser’s budget is spent in such a way that his message reaches the required market as effectively and economically as possible
It is the responsibility of this department to represent the agency in buying space and time from the media owners e.g. independent television and radio contractors and owners of outdoor media like bulletin boards, painted wall signs, hoardings or painted advertisement on delivery van or buses
4. Production department
When the layout comprising the right words and pictures has been prepared, the finished artwork (photographs, drawings and sometimes lettering) must be produce
This may be done in the agency’s studio in the above department or undertaken outside
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