... cost of the product. It is mainly an attempt to improve awareness levels amongst the masses. The media used is generally, television, posters, newspapers, radio, magazines and so on. It is a non - personal presentation or promotion of ideas, goods or services by an identified sponsor. Advertising not just improves sales but also creates a good image of the firm and reputation of the product. Factors Affecting Media Used for Advertising There are numerous factors that have to be taken into consideration before deciding which form of media is to be used for advertising the product. These factors are selectivity, coverage, cost of advertising and the editorial environment. Selectivity refers to the availability of the medium to reach the required audience. Coverage refers to the size of the audience that the medium can reach. Cost is an important factor. It refers to the amount the sponsor or manufacturer has to pay ...

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