Evaluation  of  a  particular  medium  for  inclusion  in  a  campaign  rests  upon  what  it contributes to the cumulative effect.


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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