7. Channel & Vehicle
• Channel: A broad general category of carriers of message / advertisements.
• Also referred as Medium (Media is plural for medium).
• Vehicle : A specific carrier within a Channel
Channel
Vehicle
8. Target Audience
• Definition: The particular segment of the population that the campaign is
trying to influence
Example:
• Women Age 18-35 year
• Adults 25-45 year, Metro cities
Beauty Product
Digital Financial Service
9. Universe
• Definition: The number of individuals within a given target audience
Brand Target: Working women 25-40, LSM 10+
Brand Target Universe = 4
10. Rating
• Also referred as :
• Target Audience Ratings (TARPs or TRPs)
• Television Ratings (TVRs)
• Definition:
The
Percentage of
target
audience: