Determining the Medium

Question 1

What is a medium?

Answer 1

• Where the ad is communicated and carries a message to the audience
• Ex: Television, radio, internet, billboard, magazine, social media, etc.

Question 2

8 factors that affect the medium:

Answer 2

1. Reach
2. Frequency
3. Selectivity
4. Durability
5. Lead time
6. Mechanical requirements
7. Clutter
8. Costs

Question 3

Reach

Answer 3

How will it reach the largest number of people within its target market?

Question 4

Frequency

Answer 4

Best time to push these ads, and to who? How often may they see this? (Specific time of day, week, month, year?)

Question 5

Selectivity

Answer 5

How focused is the medium to your target market. Would this ad appeal to anyone outside the target market?

Question 6

Durability

Answer 6

Will this ad last the test of time? Would this ad be dated very quickly? Does it apply only for a specific period of time?

Question 7

Lead time

Answer 7

Is lead time a concern for this particular ad?

Question 8

Mechanical Requirements

Answer 8

What technical requirements are necessary for this ad to run?

Question 9

Clutter

Answer 9

How might clutter be a consideration for this ad?

Question 10

Costs

Answer 10

What associated costs need to be taken into account for this ad?