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The media planners must take many factors into consideration to make the most efficient
media selection and then weigh a variety of other criteria to schedule these media
appropriately. They have the task of matching the right media vehicles with the right
audiences at the right time in the best environment and in the most logical place so that the
advertising message will not only achieve the desired exposure but also attract attention
and motivate customers to some action. the planner must first study several influencing
factors i.e.
According to Bovee and Arrens (1989), several media are attractive to use because
each contains a segment of prospects for the product. Therefore the best strategy is
the media mix. The reason for using the media mix include the following:
iii) . To utilize some of the intrinsic values of a medium to extend the creative
effectiveness of the advertising campaign (such as music or radio or long copy in
print media)
iv) .To deliver coupons in print media when the primary vehicle in the media plans
is broadcast.
v) . To produce synergism, an effect achieved when the sum of parts is greater than
that expected by adding the individual parts.