Unit 2 · Media Planning and Budgeting · Module 9 of 40

Mass Media Characteristics

Learning objective

Compare television, radio, press, outdoor and cinema on reach, cost and creative capacity.

Concept summary

Television delivers emotional range and fast reach at high absolute cost; radio is frequency-cheap and imagination-driven; press carries detail and trust; outdoor buys location and scale; cinema offers captive high-attention exposure with low weekly reach.

Application task

Rank five mass media for one launch brief and justify the top two on reach and cost per thousand.