Media considerations

Targeting the right consumer can only be done is the right media is chosen for a campaign. A brand must encode its message into the correct form so that it is decoded by the right consumer and the message is successfully received. However the medium of this message is subjected to different restraints; cost, credibility, communications and control.

TV: Whilst TV has the ability to reach a large audience the cost of doing so is also high. Yet the CPT is low when viewing figures are high. Wastage for this medium can be high and consumer interaction low. This medium is suitable for a mass campaign that targets a wide audience. Credibility of this media form is low.

Radio: This form of media does also have low interaction but is also cheap. The form of radio allows the consumer to complete other tasks whilst listening influencing low wastage. The negative is the low ability to target.

Press: The most credible form of advertising that has medium costs allows for a high amount of targeting.

Cinema: Whilst the production costs for this form are high the cpt is medium as a large number of people can view the advert at once. The wastage is also low as the consumer's attention is focused on the screen in this environment.

Internet: The highest amount of interaction is acheived through this medium with the lowest costs. The credibility is low but the size of investment is low. A wide audience can be reached and the flexilibty is high.

Out door: The highest costs occur with the type of media but the cpt is very low as such a large audience is reached. However the flexibility is low so when combined with the low level of interaction this is not ideal. Also wastage is high as as people become saturated with advertisments.

The choice of media for my brand is going to stem from what type of brand I choose to launch and to whom. Analysing the different media types has made me consider more elements than just cost. to further this research when I have a target customer I will further analyse the media usuage of thie customer in order to help me make a decision.