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i) Media reach ability and accessibility — The question is which media would reach the audience most effectively?
ii) What type of media should the marketer use? — The choice should be between the print (magazines, journal, newspapers, billboards, e.t.c) and electronic (radio, T.V., internet, cinema, e.t.c) media.
iii) Cost of the media — before making a choice on which media to use, the advertisers must take into consideration the media cost effectiveness. That is, at what cost?
iv) Requirements of the message — The medium should fit the message. For example, meat products, floor coverings, furniture, et.c. are best presented in pictorial form and if the advertiser can use the shortest message then billboards would be appropriate “Comfort of easier Banking.”
v) Media timing and location of buying decision — That is, when to put an advert. The medium should be one that can reach out to many prospective customers just when they are about to make purchase decisions and at the places where they make them. For example, billboards for the fuel products do well because the location is appropriate — at the petrol stations. The grocery store adverts are also placed in newspapers between, Wednesdays, Thursdays, and Fridays just before the weekend shopping.
Titany answered the question on October 7, 2021 at 05:10
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