Which media are best suited to our message?
It depends on the nature and complexity of your message and what you want your audience to do or feel as a result of exposure to your ad.
Various media are not equally good at attracting and holding attention. Outdoor, for example, is thought to be the easiest to ignore while print is thought to be highly engaging. But different vehicles within the medium vary in this respect too. Readers may be prone to idly flip through a give-away magazine and not register its content. By contrast, they may give more attention to a magazine which they paid for. Furthermore, the amount of attentiveness will vary by audience type (young vs. old for example) and depending on what else is happening when exposed to the medium. These factors broadly outline the concept of "engagement".
While media such as TV are geneally higher in engagement, it does not mean that TV is best for a campaign or that paying a premium for TV advertising is worth it. AMC look at exposure to ads across all media, and then see what behaviour follows. If brand recognition is what's needed, it is often achieved at lowest cost by outdoor advertising. If, however, a client is launching a new flavor of biscuits, point-of-sale advertising and promotion may be preferable to above-the-line advertising. In any case, the channel must be chosen dependent on the cost of reaching your targets and effectiveness in impacting their behavior. AMC provide reach data for above the line and below the line (such as shop visits) enabling clients to weigh all media options together.
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