II.5.5. Choose means of communication
The choice of media is made jointly with the creation. The
media selected must make it possible to convey the message in all its
characteristics and to enhance it. To assess the media, the following criteria
can be used :
- geographic selectivity : The communication campaign can be
national, regional, local. The billboards, the cinema and the press allow the
finest geographical selectivity. The national daily press, periodical press and
television are adapted to national campaigns. Radio offers many possibilities
thanks to the existence of radios with national coverage and radios with local
coverage ;
- the power : It is the ability to hit the entire target. For
a general public campaign that wants to reach as many individuals as possible,
television, especially at times of larger audiences and billboards, are very
suitable ;
- socio-demographic selectivity : It is the ability to
precisely hit the chosen target. The periodical press is the medium6
the most selective, while television is not ;
6 Means of communication or set of media.
14
- the target's desired reaction to the message : This reaction
can be understood in terms of speed, the media acting on the target at
different speeds, or in terms of duration, depending on the desired effect. To
quickly create traffic in a point of sale, you have to act on the behavior
register. Local radios make it possible to quickly move a large number of
listeners to the point of sale. The effect will be immediate, short-lived and
will not create loyalty. On the other hand, to improve the memorization of a
product or a brand, it is necessary to act on the cognitive register and to be
registered in the long term. The periodical press favors a greater remanence of
the message ;
- the target's control of the time spent with the message :
Television, radio and the cinema do not allow us to linger or reconsider the
message. This is the advantage of the display and especially of the press. The
selection of media results from the choice of the criteria to be privileged
according to the objectives and the communication strategy.
II.5.6. Budget determination
The intensity of the advertising communication, the forms it
will take are closely linked to the budget that the advertiser will allocate to
this position. A very low budget does not allow communication to be seen or
heard, to pierce the wall of indifference. The most widely used method is to
set the amount of the advertising budget based on sales : as a percentage of
turnover (past or expected) or as a lump sum per unit sold. This method is
based on the implicit assumption that there is an arm's length relationship
between advertising spending and revenue. This hypothesis has no real basis. On
the contrary, a decrease in turnover may require an increase in advertising
pressure. But from a theoretical point of view, a certain dependence between
advertising costs and turnover has been shown. This is measured by the
elasticity of advertising spending7. The budget should therefore be
set according to other criteria and in particular according to the
communication objectives that the company has set.
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