Selecting broad media classes

Purpose: To determine which broad class of media best fulfills the criteria. Involves comparison and selection of broad media classes such as newspapers, magazines, radio, television, and others. The analysis is called intermedia comparisons. Audience size is one of the major factors used in comparing the various media classes.

Selecting media within classes

Purpose: To compare and select the best media within broad classes, again using predetermined criteria. Involves making decisions about the following:

1. If magazines were recommended, then which magazines?

2. If television was recommended, then a. Broadcast or cable television? c. If network, which program(s)?

b. Network or spot television? d. If spot, which markets?

3. If radio or newspapers were recommended, then a. Which markets shall be used? b. What criteria shall buyers use in making purchases of local media?

Media use decisions— broadcast

What kind of sponsorship (sole, shared, participating, or other)? What levels of reach and frequency will be required? Scheduling: On which days and months are commercials to appear? Placement of spots: In programs or between programs?

Media use decisions— print

Number of ads to appear and on which days and months. Placements of ads: Any preferred position within media? Special treatment: Gatefolds, bleeds, color, etc. Desired reach or frequency levels.

Media use decisions— other media

Billboards a. Location of markets and plan of distribution.

b. Kinds of outdoor boards to be used.

Direct mail or other media: Decisions peculiar to those media.

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