By: Blessed Shingai Makwara
The following are the factors that a media planner should consider before selecting a media platform for advertising and promotion.
The reach of an ad is the most crucial factor that influences the decision of a media planner. The reach of media can be defined as the number of individuals who see an advertisement or post through different media platforms. Traditional media platforms like television and newspaper have greater reachability as compared to media platforms like radio.
However, in the era of the internet, the social media platform has maximum reachability. If a company is planning to target youngsters, then the social media platform is the best platform to reach them. Therefore, it is essential to consider the reachability of the media platform before you invest your money in it.
2. Cost per thousand
In advertising, the cost of advertising is divided per thousand people. How much does the company need to pay to a newspaper to reach one thousand people? The total cost of advertising is calculated by multiplying the cost per thousand by the total number of people. For example, if a newspaper has 100,000 subscribers and it takes $100 for an advertisement to reach 1000 subscribers, then the advertising company is required to pay $10,000 to the newspaper to get its ad printed in the newspaper.
As a media planner, you would like to choose a media platform with lower cost and high reachability.
3. Frequency of advertisement
The frequency of advertising can be defined as the total number of times an ad would be shown to an individual. It is considered that an ad is required to show at least three or four times to make an individual familiar with the brand.
Therefore, the higher the frequency of advertisement better will be the outcome. However, the cost is also an essential factor that affects the frequency of advertisement. You are required to pay more if you want your ad to be shown frequently
The impact of the media platform means how likely the chosen media can persuade your audience to take action. Different media have different effects on the audience. For example, an advertisement for perfume in a fashion magazine is more impactful than in a local newspaper.
This factor focuses on the number of logical audiences in the advertisement of your product.
The high reachability of your media platform will be ineffective if the percentage of the valid audience who can afford to purchase your product is low.
For example, a full front-page advertisement of Porsche car in a local newspaper will not get you enough return on investment because the percentage of the audience who could afford your car will be meager.
These factors will determine on which type of advertising media,it all depends some organizations may prefer to use traditional media other than digital media which can be use of television and radio,bill boards all on the form of advertising a product.