The Media The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets. The media is primarily used for advertisement of products and/or services in order to attract new customers and maintain existing ones, which helps in generating sales and increasing revenues. When developing a marketing strategy, the marketer should consider various factors in relation to the choice of media to …show more content…
This process entails determining the characteristics of the target market or audience who act as the recipients of the messages. It also involves identifying the attributes of the media that will be used to transmit the messages with the aim of influencing the purchase behaviors of the target audience and market. The inclusion of the media in marketing have also involved utilizing various strategies such as integrated marketing communications through which various channels of media are utilized in the delivery of messages to target audience and