Media type selection

Depending on the target audience, the media type will need to be selected to convey the brand-advertising message. Each one has its own advantages and disadvantages that will help to make the appropriate choice. The proposed budget of advertising will also impact on the ability to use certain media types such as television. Although television advertising is highly seductive, in some cases it may not be the most appropriate tactics.

Above the line media

Five media– press, radio, television, cinema and outdoor transport – cover what has traditionally been recognized as above the line media: those that paid commission to advertising agencies. Below the line media are all other types, including direct mail, exhibitions, packaging, print campaigns, and various other media. They pay no commission, and are paid for by a percentage of the cost arrangement.

• Press – The press can be split into following groupings:

National newspapers

Local newspapers

Free newspapers

Consumer magazines

Trade magazines

Technical journals

Directories and anthologies

The press can offer detailed accounts of events, often combining many viewpoints on the same subject from either side of the issue. Magazines are particularly good at developing an enriched narrative that is often re-read many times, or even cut out and kept by the target audience.

• Radio – Radio can have a local, national and international dimension to its message delivery, helping to target specific audiences. Radio advertising delivers short messages, often for only a few seconds, so they require immediate impact. They are also delivered by the human voice, which is transitory but strongly emotional; famous voices are often used to create a positive memory effect on the listener.

• Television – Television is the most expensive way to advertising your brand message and relatively few companies can afford it. Television advertising also delivers a short message, which is repeated several times over a week. The message has to be instant, directing the consumer to other sources to discover the detail of the brand preposition, such as websites, telephone call centers, print or retail sites. Television has the advantage that it combines the element of visual action, sound and animation, all of which are highly seductive and powerfully projected into the mind of consumer.

• Cinema – The cinema is a larger, more seductive version of the television brand media but it has special characteristics as well. The brand message is still temporary but can be longer than the 30-seconds television slot. The physical nature of cinema creates an impressive audio-visual brand experience that generates a high impact on consumers.

• Outdoor and transport – Outdoor and transport brand advertising are often used a secondary or reminder message together with advertising in another medium. The brand message is almost always read by people on the move and from a distance, so instant impact is essential.

• Public Relations – Public relation is a separate category of marketing communications and, unless you are a natural require specialist agency skills. The benefit the brand is its positive portrayal or the brand personality through press channels and live events. Good PR can help to build the brand heritage or hall of fame that captures the public’s hearts. Sponsorship of sporting events ethical concerns or industry conferences has been a successful way to use PR.

• Direct Marketing – The growth of direct marketing has been phenomenon in the past ten years allowing companies to target more preciously the groups of prospects. Sophisticated computer databases with complex algorithms offer predictive success rate of market/ lifestyle /demographic/ geo-political combinations. Of course many people still find letters purporting to the offering a personalized service. Quality of service is paramount when developing a on-to-one dialogue with the customer