What factors should a small business manager consider when selecting advertising media?
The factors that such a manager should consider are the cost of the various media and their ability to reach the desired audience.
On one hand, a manager must compare the absolute price of the various types of media. TV ads, for example, are likely to be much more expensive than ads in a newspaper. On the other hand, it is important to compare price to the reach of the ads so that the price per person reached can be determined. A TV ad that reaches 10 times the number of people, for example, would be worth 10 times the cost of a newspaper ad.
So, managers need to consider the cost of the various media and they need to compare that cost to the number of potential customers that will be reached by the advertising.