After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually.

Evaluation of a particular medium for inclusion in a campaign rests upon what it contributes to the cumulative effect. Any medium comprises of 4 elements.

Deciding to include advertising in the communication mix process is a relatively easy decision compared to deciding which media and media vehicle (for example which magazine or which cancel on TV, etc.)

Amongst the sea of communication channels hitting the consumer constantly, the actual message usually gets lost. Many a times, the possibility of the right message reaching the right target is also dwindled, not ruling out the fact that this has…

Everybody runs contests. But are these contests really effective? How many people do they reach? How many people respond? How many people actually remember to fill up a postcard, or send a fax (if they can), or remember to send…