A good medium must have certain features:
1. It ought to be economical. That is, a medium should not be too expensive
2. It must be flexible. That is the advertiser must be free to change media. If they are unhappy with a media that can stop using it.
3. it must be selective. A good medium of advertising must be capable of being used to appeal to different groups of people. This characteristic is very important for different groups of people. For example, manufacturers of school uniforms will put their advertisement in those media that can reach parents, teachers and headmasters.
4. It is important that a medium be used as a vehicle to reach as many buyers as possible. This characteristic is very useful in mass marketing.
5. It should also make it possible for similar advertising message to be run several times. In order to reach many people, an advertisement must be run many times. The more often consumers see, hear or read about an advertisement, the more likely they are to remember it. Moreover, consumers usually buy goods and services they have heard about.
Types of media
As I’ve been saying lately, there are many media of advertising.
a) Direct mail- this is done in many ways. Postcards, catalogues, order forms, letters, pamphlets and booklets which may be sent by post to buyers.
b) Magazines- these are widely used in advertising. Thus, advertisements can be carried in such magazines as Drum, People, The Financial gazette and readers digest. However the main disadvantage of magazine is that they are not flexible and are not read by many people.
c) Television- These have become a very useful way of advertising. This is because television advertisements appeal to both senses of sight and hearing. Thus, people are likely to remember colour television advertisements better than those carried out in black and white TVs.
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