Post 2E: Media Factors

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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.

20 thoughts on “Post 2E: Media Factors

  1. The most important media factor is letting the public know your product. The more people that know your product, the higher chance people will buy your product. I would say the overall success of the advertisement depends on how much people are grasped by the product. The least important media factor is durability because it doesn’t matter if people understand what you are selling as long, as they get the main idea.

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  2. In my opinion, the most important factor in advertising is “reach” to ensure your product is being made aware to people, and is becoming well known. Reach refers to a business initiative to increase the access between a company and their current and potential customers through the use of the Internet. The more potential costumers your company has obviously you will make more sales of that certain product. I don’t believe there is a least effective method of advertisment as they are all very important and effective when it comes to building a business

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  3. The most important factor is reach, reach will allow a company to get their message to more people thus increasing sales. Without reach there would be no way to increase the size of their market no matter how much of the other factors they have. As companies grow so does their reach being able to reach further allows a company to be introduced to many more people who may not have known about their brand before. Even with brand awareness people would have no way to get the companies product without reach.

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  4. i believe reach is the most important because a company needs to spread word of their products or they may become irrelevant. The least important is cost because consumers are willing to pay whatever the price may be as long as the product is a high quality. A company may try to spread awareness through celebrities or they may show the uses and quality of the product.

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  5. I think the most important factor is reach. This is because companies should know what their target market is and advertise to these people in order to ensure all other factors are being met. In my opinion cost is the least important because it is just money in the end. It doesn’t help build loyalty, awareness, or make people want the product. One could argue that budgeting sets limits of how good an ad could be but I think that most companies who advertise have enough money so that cost would not be such a problem to them.

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  6. I believe the most important factor is reach . This is the most important because a companies success often does depends on how many people discover the brand or product . The most least important factor would be price. Although A cost affective ad can often be good for small companies , the cost of advertisement shouldn’t stop a company from what thier set on and should not be factored in to thier decision. The cost of making a ad doesn’t always mean it’s gonna do well. If a company wanted to make a add geared towards brand awareness some things that might affect that could be price and reach . A company might not be able to afford adding celebrities to thier ads . When trying to bring awareness to a company it really matters on how many people can be reached.

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  7. I think the most important on is reach. your company’s goal is to get people to buy your product and without reach nobody would see your adds which means there would be no way getting your product known. the least important would be the magazine because people don’t really read magazines anymore and also most of the information in them is false and a lie.

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  8. I think the most important factor is brand awareness because without this nobody will know about the product. Even if they had a really good product, no one would see what it is without brand awareness. To Do this while being cost effective, you would have use social media.I would say the least effective advertisement is the magazine because most of the information that you read in them isn’t true and not many people order them anymore so it isn’t popular.

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  9. I believe the most important media factor is reach. Even though every factor has significance, the overall success of the advertisement lies in how many people are reached. Even if it has success with a select few, if the majority of people do not know about a product, then its success will not last.

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  10. I think that out of all of them, the most important is reach, because this factor specifically refers to ensuring that your product is known by potential buyers; ultimately were most of the profit comes from. The least important would be cost, because it is a factor that can extremely variate. There are a lot of forms of advertisement, which means that spending a lot or not that much on it, doesn’t necessarily influence how successful the product it. My point is, if the form of advertisement is clever, it will attract buyers, regardless of how much was invested on it.
    The importance of these techniques usually aligns with their specific objectives and how the company wants to present their product and who they wish to target.

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  11. I think that the most important advertising factor is reach. The reason why companies are willing to pay millions of dolalrs to super bowl ads is because of the amount of audience present. The original goal of advertisement is to get more people to know the brand. However, everything depends on the prizes businesses are willing to pay, as not every company can afford spending millions of dollars on a mere 30 seconds commercial. However, all of the factors work together to provide a comprehensive marketing campaign, a company should focuses on the most important factor but also can’t forget about the other ones.

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  12. In my opinion, the most important factor is to reach, because for advertisement the main goal is to let more people see the advertisement, so the company can get more sales. other factor is important, but without how many people see the ad, it won’t work

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  13. a good tactic for helping sell your product is building up anticipation for your product is subtly giving it to influential people and go out and let them go out and get photographed wearing or endorsing the certain product then control the supply and make it sought after.

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  14. The most important factor is letting the public know your product. The more people know your product the more chance people would buy your product. I would say the overall success of the advertisement depends on how much people are reached. The least important factor is durability because it does not matter if people understand what you are selling as long as they get the main idea

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  15. i think the most important one is reach, because if you get more people and especially the right people to see your ad, your sales will increase. i think the least important is durability, because as long as you showed what you had to show and the people got the meaning of it, i don’t think it needs to be long… from the ads that we saw from the 19s i noticed that they were longer then now so i don’t think an ad needs to be really long. each goal may use a different factor from another one.

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  16. i think having your product known by the public is the most important. your sales need to be good you need to have a good durable product and you need to make sure you’ve priced it well. price is also important because if your product set one of a kind there could be a cheaper option for you product therefor why would people want yours?

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  17. The most important media factor would have to be reach. Even though every factor has significance, the overall success of the advertisement lies in how much people are reached. Even if it has success with a select few, if the masses are not aware of such a product, then its success will not last. I believe if an ad could only use one factor, using ‘reach’ would be the most effective.

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  18. The most important factor is brand awareness because without this nobody will know about the product. Even if they had the best quality product, how will anyone discover that without brand awareness. Doing this while being cost effective, you would need use social media. (because most of the time it is free). The least effective is the magazine cause mot of the information inside of them are false. Therefore people will lead toward the newspaper for news. However all of these methods work better when all combined.

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  19. The media selecting decisions should be made by having a comprehensive understanding of these factors. But it should be kept in mind that in many cases it is the combination of these factors that determines the selection of media, and not any one individual factorThis factor is in some respects quite closely related to the preceding factor. In those cases when the advertiser uses a medium to advertise in an area where retail distribution is not adequate, his/her decision on media selection is influenced both by his/her distribution pattern and the objectives he/she has in mind.

    The objectives of the campaign also influence media selection from a somewhat different standpoint. An institutional advertising campaign may be run in a different media than would a product advertising campaign for the same company. In the case of product for which the dealer is very important in the ultimate sale to the consumer, and far more significant than the influence of consumer advertising, the advertiser may select media primarily for the effect the^will have on dealers. So, the objective of influencing dealers will be the prime factor in the selection of the medium to use.

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  20. I believe the most important factor is reach to ensure that your product and brand is being made aware to the public. The least important would be clutter, as consistant advertisement will help familiarize the consumers with your company. However, there is the potential for your product to be overlooked if it is seen too frequently or in too high of quantity. All of these factors relate to one another in providing a sucessful marketing campaign.

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