There are many forms of advertising. Print, media and television are three immediate ones that come to mind. The new kid on the block is online advertising, and this is fast replacing other forms as a viable alternative due to its large reach, low cost and other reasons. The type of advertising is also different for different media. Media solution agencies in India ensure that design elements, content writing and product descriptions all change based on the type of channel used for advertising.

So how do you decide which channel to use for your product? Well that depends on the type of product. The factors that come into play here are type of market, size of market and market consumption. You have to be very careful in choosing which channel to go with as this can have a profound impact on the sales of your product. If you spend a lot of money in advertising, but spend it all on the wrong channel, it’s nothing but an enormous waste.

It is necessary to know your market inside out before proceeding with a certain channel. The biggest rule to follow while selecting an advertising channel is this: Use the channel that your market will use the most.

Confusing? Not really. What it means is that if your market predominantly watches television, you have to invest in television advertising the most. A few more examples will make this clear.

For instance, if you are marketing a product whose primary market is senior citizens, spending the bulk of your advertising budget on internet advertising doesn’t make sense. Most of them will not use the internet, and so will simply not see your advertisement. So agencies in India would go for TV or print media, as this is the channel that old people use the most.

However, it is also important to make sure that you spend some of your budget on the internet as well. In this particular example, the children of people using your products might notice it online and thus purchase it for their parents.

All in all, it doesn’t abode well to neglect any one channel completely. At the same time, it also isn’t good to invest a lot in one single channel. There should be different grades of investments, with the most important channel getting the most money. Online presence should not be neglected.