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Results show reach as the primary influence (40.5%), followed by media cost and available advertising budget. Radio is the most preferred medium (37%), ahead of newspaper, television, and online media. Recommendations emphasize improving media reach and further researching how key variables are 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Communication, Redeemer’s University Ogun, Nigeria.State,  \nKolade Ajilore Phd  \nDepartment of Mass Communication, Babcock University, Ilisan Remo, Ogun State, Nigeria,  \nOloyede David Binta  \nDepartment of Mass Communication , Federal Polytechnic, Offa, Kwara State, Nigeria.  \nOgungbamigbe Kemi Oladayo  \nDepartment of Mass Communication, Federal Polytechnic, Offa, Kwara State, Nigeria.  \nABSTRACT  \nThis study examined the factors that advertising practitioners in Nigeria consider when selecting media for advertising campaigns. The survey research method was applied to collect data with the structured questionnaire as the research instrument. 120 copies of the questionnaire were administered on the respondents who were members of the Media Independents Association of Nigeria (MIPAN) sectoral group of the Nigerian advertising industry. The purposive sampling technique was employed for selecting respondents in order to eliminate waste. 110 copies of the questionnaire were properly completed and returned representing 91.6 percent response rate. Findings revealed that reach was the most important factor that influenced media selection among advertising practitioners in Nigeria as indicated by 40.5 percent of the respondents. This was followed by cost of media as well as available budget for advertising campaigns. Other factors include prestige, image, rating and share of media as well as circulation with respect to the print media. Radio emerged as the most preferred advertising medium as indicated by 37 percent of the respondents. It was followed by newspaper, television and online media respectively. The major conclusion drawn from this study is that traditional media of mass communication are still the preferred advertising media among advertising practitioners in Nigeria. It was recommended that private media owners should increase the reach of their media outlets in order to attract more advertising revenue. It was further recommended that future researchers should investigate how Nigerian advertising practitioners determine some of the variables utilized in media selection. These include reach, prestige, image, and share of advertising media. Furthermore, it was recommended that constant research be conducted to determine the actual reach of media outlets in Nigeria as opposed to unsubstantiated claims by media owners.  \nKey words Advertising Advertising media Media planning Media selection  \nIntroduction  \nAdvertising, over the years, has grown to become a prominent form of marketing communication. From a rudimentary beginning in the form of town-crying, inscriptions and graffiti, posters, window  \ndisplays and personal selling, it has today become a gigantic industry across the world, utilizing  \nSINGAPOREAN JOuRNAl Of buSINESS EcONOmIcS, ANd mANAGEmENt StudIES VOl. 2, NO.6, 2014  \nmodern mass communication media and techniques to get sales messages across to a large number of people.  \n.Advertising does not work in isolation of the mass media. It is so closely connected with the mass media that advertising can hardly achieve its objectives without utilizing the mass media. Indeed, some definitions of advertising from different scholars show the close relationship between advertising and the mass media. For instance Wright [et. al](et. al). (1999:9 establish the close connection between advertising and the mass media when they define advertising as “controlled, identifiable information and persuasion by means of mass communication media.”  \nThe Nigerian advertising industry is made up of six sectoral groups. These are the Advertisers Association of Nigeria (ADVAN), Outdoor Advertising Association of Nigeria (OAAN), Broadcasting Organization of Nigeria (BON), Newspaper Proprietors Association of Nigeria (NPAN), Associa","cbCaif2sOrngUmkG","https://ap.wps.com/l/cbCaif2sOrngUmkG","pdf",82306,13,"English","# Introduction\n# Literature Review\n# Abstract","[{\"question\":\"What was the main purpose of the study on media selection in Nigeria?\",\"answer\":\"The study investigated which factors advertising practitioners in Nigeria consider when selecting media for advertising campaigns.\"},{\"question\":\"How were the research data collected and analyzed in the study?\",\"answer\":\"A survey research method with a structured questionnaire was used, administered to members of MIPAN, with 110 completed questionnaires returned for analysis.\"},{\"question\":\"Which factor and which advertising medium were found to be most influential in Nigeria?\",\"answer\":\"Reach was identified as the most important factor influencing media selection, and radio emerged as the most preferred advertising medium.\"}]","Determinants of Media Selection among Advertising Practitioners in Nigeria - Abstract and Key Findings | PDF"]