TV is an example of advertising media. Image credit

TV is an example of advertising media. Image credit

ZIMSEC O Level Commerce Notes: Advertising: Advertising Media

  • Advertisements can be placed in any of the following media including:
  • Radio
  • TV
  • Newspaper
  • Magazines
  • Fliers
  • Posters
  • Trade Journals

Factors to be considered when choosing the best advertising medium

  • The size of the market i.e. the areas to be covered by the advertisement for example is it national or regional or local.
  • The cost of advertising. TV and Radio advertisements are particularly expensive albeit more effective.
  • The expected profit revenue i.e. the profit obtainable from the sale of the good/service must be able to cover the advertising costs and leave an acceptable level of profit.
  • The effectiveness of the medium i.e TV has greater impact because there is sound and vision.
  • The target group i.e whether the advertisement is meant to reach men, women or children.
  • The nature of goods e.g. goods such as tissues are cheaper compared to high end jewellery. The latter can be advertised in expensive media.
  • The urgency of the message if speed is required online and radio advertisements should be used.
  • The accessibility of the market i.e whether the market has access to the media chosen.

To access more topics go to the Commerce Notes page.

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