Media Analysis Tools: For Selecting the Proper Periodicals for the Advertising Schedule (Print Media Advertising Series Book 3)

The purpose of this book is to provide a set of tools to assist in carrying out the periodical selection process. The tools have been designed to allow you to measure and compare on a numerical basis each of the various attributes of the contending periodicals and then to arrive at an overall ranking of each periodical's effectiveness in reaching your prospects. The media anylysis tools can be used by small and large advertisers alike to quickly yet systematically select the proper publications for a given situation. There is a tool for each of the 15 key measurement categories that must be analyzed in order to make sound decisions concerning media selection. The tools are in the form of calculations and tables for each of the 15 key measurement categories. The tables are used to evaluate each periodical on a weighted and non-weighted basis. Summary tables present the total scores--and thus ranking--for all the periodicals being considered for the advertising! schedule.