Once advertisers decide what the goal of their advertisement is (brand awareness, brand trial, brand preference, brand reminder or brand repositioning), they need to decide HOW they are going to advertise. There are 8 factors that determine which medium they should use. These factors include reach, frequency, selectivity, durability, lead time, mechanical requirements, clutter and cost. Which of these factors do you think is the most important to consider? Which is the least important? How do different goals affect the relative importance of associated factors? (ie do certain factors need to be considered more when particular goals are pursued?) Give an example of an advertising goal and how 2 different factors would weigh on the selection of an appropriate media type.