Use the Media4Biz
Continued

Weighting Your Media
Weighting your media refers to determining the potential exposures of your marketing message to your target audience that each of your chosen media can produce.

Basically, by weighting your media, you are trying to determine how much advertising is enough to reach your objectives. To do this, you'll come up with a total number of gross rating points (GRPs), etc. We won't go into this now, but you can find more information about it by clicking here.

Other things to consider when planning and scheduling your media include:

• Strive for a good balance of various media.
• Don't forget new media, such as the Internet and other interactive media like CD-ROM.
• Look at the strengths and weaknesses of each medium as it would effectively carry your marketing message and product positioning.
• Some media can't effectively communicate certain information.
• Consider whether your product is seasonal.
• Consider the geographic concentrations of your audience when selecting and scheduling your media.

Remember to keep your expectations realistic, and if it's within your budget, it is certainly better to use as many vehicles as possible to get your message out.

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