Audience factors
-qualities
-demographics
-activities and hobbies
-audience involvement
-influentials v. followers
-lifestyle
Media attributes
-cost
-cost efficiency
-reach
-frequency
-irritation factor
-color
-motion and demonstration
-scheduling
-exposure
-prep, time
-availability
-selectivity
-responsiveness
-relevance
-support for other media
Positive qualitative factors
-prestige/reputation of vehicle
-fit between product and vehicle
-involvement
personal media network (PMN)
involvement, background, time
FCB grid
a tool to understand consumer involvement with products, 4 quadrants: think, do, feel, react
-media extras or
Negative qualitative factors
-editorial environment: low-credibility environment, more harm than good
-clutter: overall volume of ads with a media vehicle
media with high level of immigration
if she night level of irritation if everyone sets and all during the same time