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Create, Connect, Convince by Jorg Dietzel

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8. What you need vs What you want

These days, with so many media options for you to choose from, it is hard to make the right decision without some criteria. Basically, before we discuss the strengths and weaknesses of the different types of advertising media, here are some basics:

1. Choose the medium that is best suited to get your message across. You may want to create an emotional tie-in with your brand. Using TV and radio allows you to address the different senses and interact emotionally with your target group. It will give you a better opportunity to get emotions across to your target than if you use, say, an Internet banner.

2. Choose the medium that you know will reach your target group. Know what their day looks like and what their ...

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