Media Reach and Frequency 

Reach is defined as the number of individuals from the target audience

who are exposed to the medium or vehicle. Reach is normally expressed in
percentage (%) terms.  

Frequency 
In order to make advertising effective it is important for the audience to
be exposed to the advertisement more than once. The number of times the
advertisement appears in a given publication, or over a particular television
programmer is known as the frequency of exposure of the advertisement. It is
assumed that if an advertisement is released 10 times in a publication, the
target audience reached by that publication would have an opportunity to see
that advertisement 10 times.  

Audience Measurement Unit 

Readership 
For print medium readership is the unit of audience measurement.
This is done through readership survey.

Viewership 
This is a unit of measurement for television. It is measured with the
help of people meter which is a set top device presented to the panel
household by the media research agency.

Listenership 
This is a unit of measurement for radio.

Hit and click / Page view 

This is a unit of measurement for the internet. Hits are the number of
people who visit the site. Page views are the number of pages within the site
that the visitor who has seen the site. The internet is the medium that can
actually measure the number of audience who have seen the advertisement,
through the click through. 

Passers By 
This is unit of measurement of outdoor. It represents the number of
people who pass by a given outdoor site during a given time frame.

Visit to Cinema 

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 This is a unit of measurement of cinema audiences. This data can be
collected in the form of secondary data based on the number of cinema hall
available and their seating capacities.  

Media Research 
There are a number of research organizations produce regular
independent media  studies. They are independent in the sense that they
have tripartite sponsorship representing  the three sides of advertising
through bodies serving advertisers, advertising agencies and  the relevant
media. Some surveys are conducted continuously by press and television or 
periodically with radio or occasionally with outdoor.

‘Readership’ and ‘Circulation’ 

These are the two terms which is often misunderstood and wrongly
used to mean  same thing. These two are entirely different data for press
media. Readership is an estimate  of the number of people who read
newspapers and magazines, and the figures result from  surveying is a
sample for the public who are reading. Whereas, circulation is the average 
audited net sale, or the number of copies actually sold at the full cover price. 

Media Cost Efficiency 

One of the important decisions in the development of media strategy is
cost  estimating. the value of any strategy can be determined by how well it
delivers the message  to the audience with the lowest cost and the least
waste.

Advertising and promotional cost can be categorized in two ways. 

➢ Absolute cost of the medium or vehicle is the actual total cost required to
place the  message 
➢ Relative cost refers to the relationship between the price paid for
advertising time or  space and the size of the audience delivered. 

Type of Media Outlets 

While just a few years ago marketers needed to be aware of only a
few media outlets,  today’s marketers must be well-versed in a wide range of
media options. The reason for  the growing number of media outlets lies with
advances in communication technology, in  particular, the Internet.

Next we provide an overview of 10 leading media outlets: 

1. Television Advertising  7. Signage 
2. Cable Network 8. Product Placement 
3. Radio Advertising 9. Mobile Devices  
4. Print Publications Advertising 10.Sponsorships

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 Advertising 
5. Internet Advertising 11. Other Advertising
6. Direct Mail Advertising

Television Advertising 
Television advertising offers the benefit of reaching large numbers in a
single  exposure.

Cable Network 
Local cable network are being used frequently by local advertisers,
such as retail  oulets, coaching classes etc, because of the geographic
flexibility it becomes very cost  effective.

Radio Advertising 
Promotion through radio has been a viable advertising option for over
80 years.  Radio advertising is mostly local to the broadcast range of a radio
station, however, at  least three options exist that offer national and
potentially international coverage.

Print Publication Advertising 

Print publications such as magazines, newspapers and Special Issue
publications  offer advertising opportunities at all geographic levels.

Internet Advertising 
The fastest growing media outlet for advertising is the Internet.
Compared to  spending in other media, the rate of spending for Internet
advertising is experiencing  tremendous growth.

Direct Mail 
This method of advertising uses postal and other delivery services to
ship advertising  materials, including postcards, letters, brochures, catalogs
and flyers, to a physical address  of targeted customers.

Outdoor Media 
The out medium is now becoming an interesting medium. Outdoor is an
effective medium  to cover the mobile population. The use of signs to
communicate a marketer’s message  places advertising in geographically
identified areas in order to capture customer attention.  The most obvious
method of using signs is through billboards, which are generally located  in
high traffic areas

Signage and Billboards 

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 The use of signs to communicate a marketer’s message places
advertising in  geographically identified areas in order to capture customer
attention. The most obvious  method of using signs is through billboards,
which are generally located in high traffic areas. 

Product Placement Advertising 

Product placement is an advertising approach that intentionally inserts 
products into entertainment programs such as movies, TV programs and
video games. 

Mobile Device Advertising 

Handheld devices, such as cell phones, personal digital assistants
(PDAs) and other  wireless devices, make up the growing mobile device
market.

Sponsorships 
A subtle method of advertising is an approach in which marketers pay,
or offer  resources and services, for the purpose of being seen as a supporter
of an organization’s  event, program or product offering (e.g., section of a
website). Sponsorships are intended  not to be viewed a blatant
advertisement and in this way may be appealing for marketers  looking to
establish credibility with a particular target market.

Others 
While the nine media outlets discussed above represent the
overwhelming majority  of advertising methods, there are several more
including: 
 Advertising using telephone recordings (e.g., political candidate’s
messages) 
 Advertising via fax machine (though there may be certain legal issues
with this  method)  
 Advertising through inserted material in product packaging (e.g., inside
credit card  bill)  
 Advertising imprinted on retail receipts (e.g., grocery store, cash
machine)

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Media Characteristics

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