The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Measurement by Media

A wide range of media options is available to marketing communicators, and that range of options is growing significantly all of the time—particularly with the advent of the Internet and online marketing. In the old days marketers had limited choices in television networks, local newspapers per market, and radio stations. Those days are gone. Disaggregation of the media market offers benefits in terms of more choices and more opportunities to target very specific market segments; it also represents challenges for marketers in terms of keeping up with all of the available choices and making good decisions about which media mix to use.

The best way to measure the effectiveness of any marketing communication effort would be ...