Conducting advertising research after your advertisements have run is posttesting. F. Selecting the Media 1. Basic Terminology a. Media are the communication channels that carry your messages to the target audience. Individual media vehicles , such as publications and programs, can also be identified. Reach is a measure of how many different people are exposed to an ad in a specific media vehicle.
Frequency is a measure of how many times audience members are exposed to a media vehicle.
In a continuous advertising schedule , advertising runs without interruption. A pulsing schedule combines continuous advertising with periods of heavy activity. National marketers rely on TV's sound, color, and motion to attract audience attention and convey messages in a creative way. However, television is less effective for reaching small segments. However, you may have to advertise on more programs to reach larger audiences.