How Do We Determine Which Mediums Are Most Effective?

Media selection, like message selection, can be as much of an art as it is a science. There are many rules. They're made to be broken if the rationale exists. Exercises to help determine media selection include asking:

  • What is our competition using?
  • What medium reaches our target that our competition is not using?
  • How do we get to the target in the right place with the right message at the right time?
  • Do we have something newsworthy for the media we want to use?

Here are some factors to consider:

  • Will this medium allow delivery of enough information? (Outdoor boards are great, if you can get your message across in seven words or less.)
  • Do you need color?
  • Do you need room for copy, for features/benefits?
  • Do we have dramatic b-roll for news or talk shows?
  • Do we have compelling images for editorial that are different than the images used in the ads?
  • Where is the individual in the purchase cycle? (Simple iconic branding messages are more meaningful in the early stages of the purchase cycle. Conversely more in-depth copy is often best as interest level heightens – especially on more expensive, considered purchases.