True Or False : All people exposed to media impressions retained and obsorbed the message that they were exposed to.

False: Just because someone was exposed to media doesn’t mean that they actually paid attention to what they were exposed to, or even remember being exposed to it. Think about how wherever you are youre exposed to media messages constantly, either subconsciously or consciously, and how many messages do you actually remember.

Which of the following is now a measurement tool of message exposure?

Clippings                                           Benchmarking

Return on Investment (ROI)        Advertising Equivalency (AVE)

Return on Investment: Although ROI is used to evaluate efficiency of an investment; it isn’t used to measure message exposure, only to find out if an investment is cost effective.


TC