Medium is a means through which the advertising message is conveyed to the consumers. The proper selection of the medium, by which the message is to be conveys, must achieve the pre-determined goals. In brief, the following facts, which affect the media may be considered:

Should the advertisement reach and  influence the largest portion of the people?
   	 
Should it be possible to influence  the pre-determined group of buyers?
    	
Should it give a wide coverage at  less cost?
    	
There are some  important factors, which are to be considered.

The characteristics of the product and its demand:

    
Fund available for advertising.
   
 Nature of market. i.e., different  segments.
      
 The nature and extent of competition  prevailing.
       
Medium to be adopted.
       
Coverage of medium.
       
The product’s name.
      
 The position of product in the  market.
       
Size of the advertising.
       
The probable cost of advertising.

KINDS OF ADVERTISING MEDIA