ABSTRACT
The most commonly used characteristics in advertising media is analysis and selection. Advertisers use many factors other than the audience in their media analyses and plans. Efficiency in media is usually a solid advertising media goal, and many advertisers try to consider cost efficiencies as well as the basic costs of advertising. This chapter discusses the audience involvement, which might also be a combination of audience and media factors. Along with high frequency comes the risk of irritating the audience. When ones' advertisements appear is an important factor, and some media permit more scheduling flexibility than do others. There are several components of scheduling, such as exposure, flexibility, waves, preparation time, and availabilities. Coverage is basically the same kind of consideration from a media perspective rather than an audience viewpoint. Selectivity is related to coverage. It allows one to select media that cover their target group well.
