Media

Media refers to the medium through which the message can be communicated easily to the viewers. It can be through television, newspapers, journals, radio, internet, etc. The other type of media consists of movie industry, theatres and recording industry. Every advertisement has to appear in some advertising medium or some other. With the help of different medias not only information about products and services are conveyed but useful information like information on specific kind of diseases, education, health are conveyed to the viewers.

In today’s competitive environment, the role and choice of media has become a critical issue. There is an urgent need to focus on the consumer and understand his media habits in order to make the right choice of media. To select the right media, and to reach to the right audience for a desired response, the advertiser or his advertising agency should go for a systematic media planning. The factors which are likely to affect media planning are product features, target audience, distribution coverage, competitor’s adverting strategies, media cost, etc.

Now a day, the scope of media had globalized in order to convey the useful information to the people much effectively as possible. Media consists of graphics, texts, moving images and shapes which has become more computable. Media Research is concerned with advertising reach, frequency and effectiveness of different media and combination of different media in reaching targeted audience.