What each channel is good for.

Strengths

• Reaches a large, varied audience in a short time.
• Sound and moving pictures make it well suited to storytelling and emotion.
• Channel, programme and daypart choices let you aim at particular viewer profiles.

When it fits

It comes into its own when you need awareness across a broad audience fast, especially when launching a new product or brand. It also suits campaigns built on story and emotion, the busiest seasonal periods, and big campaign ideas that other channels will carry further.

Watch out for

• Film production and airtime need early planning and a substantial budget.
• Some age groups watch less TV, so you may need digital video and social media to reach them.

How it's measured

Planning and reporting usually rely on rating, GRP, TRP, reach and average frequency. To see the effect, brand awareness and ad recall studies are run before and after the campaign.

Strengths

• Well suited to repeating the same message several times a day.
• Spots are quick and simple to produce, so a campaign can go live fast.
• Local and regional stations let you focus on particular cities or regions.

When it fits

It works well for time-bound messages, like a sale, an opening or an event, that need to spread quickly. It's also a sensible starting point for local businesses and for brands focused on one region.

Watch out for

• There are no visuals, so the brand name, product and call to action have to come across in sound alone.
• Listeners are usually doing something else, so the script has to be short and clear.

How it's measured

Radio plans are usually built on listening figures, reach, frequency and GRP. The effect is often read alongside changes in website visits, search volume or store traffic.

Strengths

• People who take the same routes every day see it again and again, so frequency builds on its own.
• You can focus on particular districts, streets or the area around a store.
• It can't be skipped or blocked, and large formats give a brand real presence in the city.

When it fits

It suits building awareness in a city or neighbourhood, and drawing people from the surrounding area to a new store or event. Brands also often use it to repeat a TV or digital campaign's message on the street.

Watch out for

• People glance for a few seconds, so the design needs a short message and a clear brand that reads from a distance.
• Well-placed sites can be booked up before busy periods, so reserve early.

How it's measured

Planning usually works from the number of sites, their locations, estimated impressions and reach. Digital screens also report plays and airtime, and the effect is tracked through store visits, location data or awareness studies.

Strengths

• Search ads appear to people who are looking for what you sell at that very moment.
• Targeting can be detailed, by demographics, interests, location and behaviour.
• Click, conversion and cost data arrive fast, so you can adjust budget and creative while the campaign runs.

When it fits

It's the first place to look when you want a measurable action: a sale, a completed form, an app install. Display and programmatic buying also extend an awareness campaign and bring back people who've already visited your site.

Watch out for

• Check placements and reports regularly for viewability, invalid traffic and brand safety.
• Last-click reports can hide what other channels contributed, so agree on an attribution method up front.

How it's measured

The core metrics are impressions, clicks, CTR, CPC, CPM, conversions, conversion rate and CPA. Display and programmatic add viewability, and sales campaigns also track return on ad spend (ROAS).

Strengths

• Visual and video formats work for awareness goals and for sales.
• You can target by age, interests and location, and start with a small budget.
• Comments, messages and shares show you the audience's reaction directly.

When it fits

It fits when you want to reach a particular age group or interest, announce a launch, or build a relationship through regular content. For sales goals it works alongside digital advertising.

Watch out for

• Organic reach is limited, so visibility often needs paid support.
• Each platform has its own formats, tone and audience, and copying the same post everywhere rarely works.

How it's measured

Common metrics are reach, impressions, frequency, engagement and engagement rate, video view rate, clicks and CTR. Sales campaigns add conversions and CPA, and organic posting tracks follower growth.

Strengths

• Appearing in a trusted publication lends weight to what a brand says.
• There's room for long copy and detail, which helps products that need explaining.
• Trade and local titles reach a particular profession, industry or city.

When it fits

It suits corporate announcements, product launches and audiences who read up before they decide. B2B brands can look at trade titles, and local businesses at city papers and regional news sites.

Watch out for

• Print circulation and readership vary a lot from title to title, so ask the publisher for current figures.
• Editorial coverage can't be bought or guaranteed. You need a story with news value and a carefully prepared press release.

How it's measured

Print uses circulation and readership, and online titles use impressions, clicks and time on page. Editorial coverage is tracked through the number of pieces, their reach and share of voice.

Strengths

• People often listen on headphones, which gives the message a personal tone.
• Host-read ads sound like a natural part of the show.
• Choosing shows by topic reaches listeners with specific interests.

When it fits

It suits products and services that need a fuller explanation, long-running sponsorships, and niche audiences whose trust you want to earn. Audio ads on music platforms work more like radio, for repetition and reach.

Watch out for

• Measurement differs between platforms, so ask how downloads, listens and reach are counted.
• The host's voice and the show's tone should fit your brand, because a sponsorship that doesn't fit puts listeners off.

How it's measured

Podcasts report downloads, listens, estimated audience and reach per episode, while music platforms report impressions, reach, frequency and listen-through rate. Promo codes, campaign links and brand studies help show the effect.

Strengths

• The message comes from someone the audience already follows and knows.
• It reaches niche interests and communities directly.
• With usage rights agreed, the content can also run on your own channels and in your ads.

When it fits

It fits when you want to show a product in use, announce a launch to a particular community, or speak through a voice that community trusts. Planned together with social ads, the content reaches far more people.

Watch out for

• Look past follower counts. Check who the audience is, whether the engagement is genuine and whether the creator fits your brand.
• Sponsored posts must be clearly labelled as ads. Follow the Turkish Advertising Board's guidance for social media influencers.

How it's measured

Track reach, impressions, engagement and engagement rate, video views, saves and shares. To see the effect on sales, creator-specific promo codes and tracked (UTM) links show clicks, conversions and CPA.