ABSTRACT
In the last few chapters, I have described some of my own experiences and some effective ways to use a range of advertising media. In the end, the media or medium you select will be based on the answers you generate to a number of crucial questions. In this chapter, I will help you identify many of the key issues you must consider before you run your message in any medium. There are hundreds of books on media selection as well as a large number of computer programs, research companies, and databases that can help you to simplify many of your media problems. My colleague at Fairleigh Dickinson University, Dr. Don Jugenheimer, is co-author of Advertising Media Sourcebook, an excellent book that outlines many of the key sources of media information (Barban, Jugenheimer, and Turk, 1989). In addition, you may find it useful to work with a media buying company or a media consultant who can help you determine the best places to run your messages, select the appropriate schedule for your media campaign, and help you get the best deals available from the various media you ultimately decide to utilize in your campaign.
