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Considerations in Choosing Media
It obviously doesn’t pay for a local, one-unit department store to advertise on national television. Likewise, it usually is not practical for a neighbourhood variety store to advertise in a large metropolitan newspaper. In deciding which media to use, advertisers must consider these questions.
1. Does the advertising medium cover the market
2. What is the cost per reader or listener in the market
American businesses spend about $ 30 billion per year for advertising of all types. This large advertising industry offers a wide variety of jobs for college graduates, including such positions as advertising managers, layout specialists, artists, copywriters, account executives, media directors, and sales specialists.
Advertising firms have been more effective in answering these questions than many business owners have been. For instance newspapers raise their advertising rates wh