Marketing Communications

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Marketing Communications

139

Advertising Media

6 Advertising Media

ADVERTISING MESSAGE TRANSMISSION

The advertising message should be carried to its target by the MEDIA through the use of media vehicle.
MEDIA VEHICLE is a specific newspaper such as The Punch in print media or Radio like OGBC and
television like LTV in broadcast media.

Two factors are essential in planning the right media mix:

1. The consumers or advertising target to be reached.


2. The nature of the message to be conveyed.

These two factors will determine the type of copy, the media of transmission and the advertising budget.

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