A large part of developing an advertising campaign is choosing the medium of delivering a message: radio, TV, newspaper, etc. Here's a look at the chief considerations when choosing a medium:

Target audience: The target audience is defined demographically (e.g. age, gender, income, education) and psychographically (mindset, behavior). For example, a target audience for the Jeep Wrangler might be college educated men aged 18-45, with a household income of over $45,000.

Communication goals: Measurement of how many consumers you are reaching (called "reach") and how often you are reaching them (called "frequency"). (Reach x Frequency = Gross Rating Points)

Geography: Where the advertising will appear. Why advertise suntan lotion in Alaska?

Seasonality/scheduling: Linking the advertising to the product's seasonality or special events. Winter is the prime time for advertising flu medicine. The first half of Febuary is a good time for Hallmark ads. Advertisers may choose to air Rogaine ads (for male hair loss) during sporting events.

Most major marketing companies use a variety of media in their advertising. Not only can this help them reach larger audiences, but each medium can help to reinforce each other. For example, magazine ads can reinforce and deepen a TV message. Billboards located near purchase locations can help remind consumers of brand strengths that may be more fully articulated in TV or radio ads. Radio ads can reinforce jingles initially heard on TV. Internet advertising can provide an avenue for a consumer to immediately check out a product that they may have seen in a magazine ad, but had not explored.