Media Theories

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Media Objectives

Some of the common Media Theories are:-

The Wave Theory: Denotes advertiser buys space and time in various media for relatively short time and moves out in waves in the hope that impact of advertising will carry from periods of heavy concentration to those of no advertising.

Media Dominance Theory: Suggest advertiser buys in bulk time or space in the media for short time and then shifts to another media. This helps in build the recall and shifting to other media helps in gaining continuity.

Media Concentration Theory: Denotes advertiser concentrating only on one media to attain both dominance and continuity.

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