abhishreshthaa
Abhijeet S
The media ability is measured under the following heads:
1. Distribution Measurement: Expressed in the number of copies circulated.
2. Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure.
3. Exposure Measurement: The advertiser looks for the ability of the media to create advertising exposure. Once the media have produced the desired exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response.
Magazines have different images in the eyes of readers, such as thorough coverage of subject matter; impartial and accurate reporting; stimulating reading; modern and up-to-date; good style of writing; personalized, etc.
However, the availability of media during specific hours of the day or night has an important bearing on media selection. In various television or radio programmes, time may not be available even if the advertiser is prepared to pay premium rate. This is true of newspapers, too. Sometimes, a specific space in the total layout is not available. Some advertisers ask for space on the front page, which may not be available because it has already been booked, and is no longer unreserved.
1. Distribution Measurement: Expressed in the number of copies circulated.
2. Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure.
3. Exposure Measurement: The advertiser looks for the ability of the media to create advertising exposure. Once the media have produced the desired exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response.
Magazines have different images in the eyes of readers, such as thorough coverage of subject matter; impartial and accurate reporting; stimulating reading; modern and up-to-date; good style of writing; personalized, etc.
However, the availability of media during specific hours of the day or night has an important bearing on media selection. In various television or radio programmes, time may not be available even if the advertiser is prepared to pay premium rate. This is true of newspapers, too. Sometimes, a specific space in the total layout is not available. Some advertisers ask for space on the front page, which may not be available because it has already been booked, and is no longer unreserved.