Unit 2 · Media Planning and Budgeting · Module 10 of 40

Media Selection Criteria

Learning objective

Select vehicles using reach, frequency, CPM, editorial fit, attention quality and wastage.

Concept summary

Selection balances quantitative efficiency (CPM, GRPs, reach curves) against qualitative fit (context, credibility, creative format). Cheap impressions in the wrong context are wastage; a sound plan reports both efficiency and effectiveness assumptions.

Application task

Score four candidate vehicles on six weighted criteria and pick two with your reasoning.