(a) What is an advertising medium? (b) State any five factors to be considered before choosing a particular advertis-ing medium. (c) Give eight examples of ...

(a) Advertising medium

An advertising medium is the channel or vehicle through which an advertising message is carried from the advertiser to the target audience, for example a newspaper, radio or television.

(b) Factors to consider before choosing an advertising medium

• Nature of the product: Technical goods may need media that allow detailed explanation, while consumer goods may suit visual media.
• The target audience: The medium chosen must be one that reaches the particular group of people the advertiser wants to influence.
• Cost of the medium: The advertiser must choose a medium whose cost is within the advertising budget and gives value for money.
• Coverage or circulation: A medium that reaches a wide or appropriate area and a large number of the desired customers is preferred.
• Nature of the message: Where colour, sound or movement is needed to pass the message, television is suitable; for lasting reference, print media are better.

(c) Examples of advertising media

1. Television
2. Radio
3. Newspapers
4. Magazines
5. Posters and billboards (hoardings)
6. Handbills and leaflets
7. The internet and social media
8. Cinema advertisements