Most media can be used for any advertising task if used creatively. However, some are better suited to certain jobs.
Cinema and TV, for example are particularly good for creating long-lasting memories that build the brand. This is because they are audio-visual and hold people’s attention for longer than other media (provided the creative is engaging enough).
Media such as infomercials, print and influencers are good for when people need more explanation before they appreciate why they should consider buying your brand.
To trigger purchasing, you need to use media that people are exposed to close to the purchase decision moment. This varies a lot by category. For brands that are bought online, paid search and retailer websites/apps work well. For brands bought on the high street, city centre posters and in-store advertising are ideal.