(a) What is an advertising medium?
(b) Mention eight advertising media.
(c) Give five factors to be considered before choosing an advertising medium.
Explanation
(a) An advertising medium is a means through which information about goods and services is sent to the public or target audience.
(b) Advertising media include:
(i) Press or print media which include newspapers and magazines.
(ii) Radio
(iii) Television
(iv) Poster/hand bills/hoarding
(v) Window and point of sale display
(vi) Cinema
(vii) Neon signs
(viii) Car cards and stickers
(ix) Canvassing
(x) Catalogues
(xi) Free samples
(xii) Loudspeakers
(xiii) Internet
(c) The factors that affect choice of media are:
(i) The target audience- whether male or female - and the purchasing power of the group.
(ii) The age group which the medium attracts.
(iii) The cost of using a particular medium
(iv) The geographical areas covered by the medium
(v) The number of people reached by the medium
(vi) The media used by competitors or others in the same trade
(vii) The media available in a particular area.
(viii) The type of products involved.
(ix) Government regulations.
(x) Religious and cultural affiliations of the target audience.