Identify the key factors of strategic media choice in business communication case study: Food industries

Introduction- Communication channel is one of the most important concerns for the success and performance of business communications and media selection is prominent task for marketing managers. The purpose of this study is to understand the concept of "media selection process" in business communication from the perspective of managers and customers. An extensive review of the main body of literature on media selection and their theories reveals a gap in this area. The gap is that all media choice theories focus on important factors on the one hand of business communication. Also, these theories simultaneously lack in explaining the key factors of media choice in business communication from the perspective of business and customer. Research methods- this study has presented a comprehensive model for media selection by adopting content analysis method. Findings- This study reports the results of examining the factors in choosing media in the business environment with a focus on the food industry and using content analysis. Based on these findings, the highest score of strategic factors in media selection is allocated to the variables of exposure coefficient, cost and competitors' behavior, respectively.