Choosing among media alternatives for advertising – A case study

Owing to an increasingly global marketplace with multinational corporations (MNC) promoting their products and services in various areas of the world, advertising has drawn the attention of many scholars who have examined elements of the marketing mix. In focusing on this major elements of the advertising campaign, one can develop a better understanding of whether or not MNCs effectively consider reach, cost dynamics in media selection. Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertisement can be a cost effective way to disseminate messages, whether to build a brand preferences or to educate people. Most companies use an outside agency to help create advertising campaigns and to select and purchase media. The methodology of this paper is a case study approach for which two Indian print media organizations were selected as sample for comparison based on weighted number of exposure. Media plays a vital role in advertising; there are a number of vehicles available for advertising like newspaper, television, radio etc. The objective of this paper is to identify which newspaper to advertise and mode of advertisement in order to achieve lowest cost per 1000 exposures.