Some viewers will zap your commercial. Some reader's wont open to your ad's page in the newspaper or magazine. Some people will pass by your outdoor poster without looking at it. While audience research answers your how many questions, it can't measure the impact that your advertising will make. So numbers are not the sole, or even most important, criterion for media selection.
Definitions Here are six basic and portable audience measurement concepts.
They can apply to any medium and any target market. The only prerequisite for their use is the availability of the relevant market and media research. Reach Cost Per Thousand or CPM Cost per thousand is your standard measure of media cost efficiency. It relates the cost of a medium to its audience delivery. To calculate CPM, divide media cost by target impressions , in thousands.