Evaluation of a particular medium for inclusion in a campaign rests upon what it contributes to the cumulative effect.
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Any medium comprises of 4 elements.
1) Character
2) Atmosphere
3) Reach and frequency
4) Cost
In addition to this, we should also realize that the “ value” contributed by the medium also depends upon the – size of the advertisement or length of the commercial and the position of the advertisement.
By the word “character”, we mean the objective characteristics of the medium; type of coverage, seasonal implications etc. By “atmosphere” we mean the effect on the mind or emotions of the mood and circumstances in which the advertisement in the medium is perceived by the audience.
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