Media planners make their choice among telephone, newspapers, television, mail , radio and outdoors by considering several variables, the most important being:-

Target Audience media habits:– For ex. Ratio and television are the most effective media for reaching teenagers.

Product:- Women’s dresses are best shown in color magazines and Polaroid cameras are best demonstrated on television. Media types have different potentials for demonstration, explanations and believability.

Message:– A message announcing a major sale will require radio or newspapers. A message containing a great deal of technical or mailing.