Meaning of Media Research:
It is also called “Audience Research”. It provides information regarding the popularity & effectiveness of each advertising medium & the comparative position of the cost of advertising in each medium. This facilitates the selection of the most suitable media mix for the benefit of the advertiser.
Functions of media research:
Three major functions of media research & these are:
- Vehicle distribution.
- Vehicle exposure &
- Advertising exposure.
- Vehicle distribution:
If refers to the number of copies of newspaper or magazine circulation in a particular region or throughout the country. In case of T.V. it refers to the no. of programmes distributed on each channel.
- Vehicle exposure:
It refers to the kind of people expose to newspaper or T.V.
- Advertising exposure:
If refers to the no. of people exposed to the advertising message.
Latest posts by Jinall Bms Classes (see all)
- Logistics Management Prelims Question Paper 2015 - October 1, 2015
- Financial Management Prelims Question Paper 2015 - October 1, 2015
- Special Studies in Finance Prelims Question Paper 2015 - October 1, 2015
274 Comments