Describe the three decisions involved in the media selection process.

The first decision is selecting the type of media that will best allow the advertisers to meet the objectives for the product and to execute its advertising strategies. The second decision involves comparing the class options within the type of media recommended. For example, what class of magazine should be used? Will it be general interest, business, men's or women's magazines? The third decision is recommending which particular medium within a class provides the most cost-efficient means of delivering the advertiser's message.