Media choices for advertising can be difficult. Most marketing managers for larger companies with formal advertising skills are comfortable to leave them in the hands of media planners in agencies. Smaller companies that handle their advertising on an ad-hoc basis follow the observable behaviour of larger companies. The result is often less than ideal.
The challenge in selecting media lies in its complexity. For instance, if you wanted to sell a breakfast cereal, where would you advertise. Assuming you take the stereotypical view of the household, you would make the assumption that the woman would be responsible for shopping, or at least the list. What media would you choose to reach her? At what time of day would she be most likely to be using that media?
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