(a) What is an advertising medium? (b) Mention eight advertising media. (c) Give five factors to be considered before choosing an advertising medium.

Answer Details

(a) What is an advertising medium?

An advertising medium is the channel or means through which an advertising message is carried and communicated from the advertiser to the target audience or potential customers.

(b) Eight advertising media

1. Newspapers
2. Magazines
3. Radio
4. Television
5. Posters and billboards (hoardings)
6. Handbills and leaflets
7. Direct mail (letters, catalogues)
8. The internet and social media

(c) Five factors to consider before choosing an advertising medium

1. Nature of the product: Technical goods may need media that allow demonstration, while everyday goods suit mass media.
2. Target audience: The medium chosen must reach the particular group of people the product is meant for.
3. Cost of the medium: The expense must be within the firm's advertising budget and justified by returns.
4. Coverage or reach: Whether the message is meant for a local, national or international audience influences the choice.
5. Literacy level of the audience: For illiterate people, audio-visual media like radio and television are more effective than print.