Media Evaluation Process and Techniques

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Media Evaluation process and Techniques

Media evaluation is imperative to understand the implication of a particular media type for a product or service. There are different attributes of a product or service for which different communication medium are chosen. Similar media strategy cannot be followed for all types of products. Once the medium to send the message is chosen, it is necessary to evaluate the medium. The effectiveness of media determines the reach the message will cover. There are different basis over which media is evaluated.

• Qualitative Techniques
• Quantitative Techniques