media selection. The cost of buying space or time is weighedagainst the number of audience secured by such advertising. Media ability covers suchqualitative values asaudience characteristics, editorial personality, and contributionto advertisingeffectiveness; above all it refers to “media image” capable of enhancing the perceptionand communication value of a given message.Hence, the media plays a very important role in entire process of reaching the targetaudience and retaining them.EELLEEMEE N NTTSSOOFF MEEDDIIIAA
Evaluation of a particular medium for inclusion in a campaignrests upon what itcontributes to the cumulative effect. Any medium comprises of 4elements.
Reach and frequency
CostIn addition to this, we should also realize that the “value”contributed by the medium