FACTORS TO BE CONSIDERED IN CHOOSING AN ADVERTISING MEDIA

1. The cost of using any of the media
2. The type or nature of the product to be advertised
3. The reach (i.e. the extent of coverage/size of the audience) of the medium
4. The merits and demerits inherent in using the medium
5. The frequency of exposures i.e. the number of times the same viewer/reader may be exposed to the same advert
6. The target audience e.g. social/age group of the audienc

ADVANTAGES OF ADVERTISING

1. It provides information about goods e.g. about the availability, price, features of the goods concerned
2. It provides employment opportunities to people working in the advertising sector of the economy
3. It builds and sustain corporate image for firms
4. It improves the quality of goods
5. It educates the public on the use of certain goods
6. It increases production i.e. it makes large scale production possible thereby leading to lower cost of production
7. It increases the volume of sales/turnover of firms
8. Advertising creates and sustains demand for goods

DISADVANTAGES OF ADVERTISING

1. It induces wrong consumption patterns by inducing people to buy what they do not really need
2. Advertising increases the cost and prices of goods sold to consumers
3. It creates unhealthy competition by which an advertiser discredits the products of their rivals
4. Advertising could mislead consumer through false claims
5. It encourages the consumption of dangerous goods such as cigarettes and alcohol
6. Advertising is most times wasteful in terms of resources
7. It may lead to the emergence of private monopolies by preventing new entries to the market
8. Advertising encourages multiplication of brand names i.e. it encourages too many brands

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