Factor |
Reach |
Frequency | Continuity | Pulsing |
Ad budget |
||||
| Low budget |
|
|||
| High Budget |
|
|||
Competition |
||||
| Heavy |
|
|||
| Large budget of a competitor |
|
|||
Marketing objectives of a competitor |
||||
| New products for mass markets |
|
|||
| Improving market share – new uses |
|
|||
| Pull Effect |
|
|||
| Awareness, recognition of corporate status |
|
|
||
Copy |
||||
| Technical and complex |
|
|||
| Rational, high frequency to begin with them |
|
|||
| Emotional |
|
|||
| Creative, newsworthy |
|
|||
| Dogmatic, surge to begin with, then |
|
|
||
Consumption pattern |
||||
| Seasonal purchases, expect peak periods with |
|
|
||
| Irregular purchases |
|
|
||
| Inducing favorable attitudes to impulse buying |
|
|
||
| Elaborate decision making to buy the product, alternate |
|
|
||
| Consumer loyalty |
|
|
||
| Brand choice – regular products |
|
|||
| Lengthening of purchase cycle |
|
|
Checklist for media selection
6 Comments