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By: Satyendra Kumar MBA 2nd Sem

The term media is plural of medium Medium: The vehicle or carrier through which an advertising message is conveyed to its intended audience is known as advertising medium .

DECIDING ON MEDIA AND MEASURING EFFECTIVENESS • • • • • • Media selection Reach(R) Frequency(F) Impact(I) Total number of exposures(E) Weighted number of exposure(WE) .

choosing among major media types •Target Audience Media Habits •Product Characteristics •Message Characteristics •Cost .

Selecting specific media vehicles Circulation Audience Effective Audience Effective Ad-exposed Audience .

Media Scheduling Macro Scheduling Micro Scheduling .

In launching new product the advertiser must choose among Continuity Concentration Flighting Pulsing .

Types of media Print Media Broadcast Media Outdoor Media Transit Advertising Media .

References Marketing Management 13th Edition Kotler Keller Koshy And Jha Foundation Of Advertising Chunawalla Sethia .google.

Thank you .