Outline the factors that influence choice of advertising media?

Audience -- Different audiences will respond to different media. You need to establish credibility proportionate to the your product and your audience. An investment banker needs to make presentations in person, while a housekeeper can post a photocopy flyer on a bulletin board.

These are extreme examples, but consider how your audience may interpret your company and/or product based on the media you choose.

Message -- Do you want your audience to buy immediately, or do you need to prepare them to buy over time? Impulse items can be sold with quick hits, such as e-mail blasts or infomercials. Long-term products such as automobile insurance or laundry detergent have to reinforce the message over time with new or existing customers. Television or billboards may be more appropriate here. Problem-solving messages such as Plumbing services or swimming pool installations would call for search engine marketing or telephone directories.

ROI -- Tracking Return on Investment, ROI, is critical. Products with narrow margins need to focus on attracting the masses. Products that have high profit per sale can take a key account approach. Choose your advertising based on budget, profit margin per unit, dollars per average sale and time required for results.