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» Personal Loan No Credit Check, Online Economics » Marketing » Topics begins with R » Range (media)
Range: Portion of the goal persons, who are achieved by an advertising medium or by an advertising medium combination. It can be indicated as absolute number or in per cent of the population. One differentiates with respect to gross range and net range.
The gross range represents the range of several expenditures medium or over a combination of different media, without considering user overlaps.
The gross range indicates thus the number of contacts, however nothing states over the number of reached persons (net range).
One understands the number of persons by net range by an advertising medium (e.g. Television, radio, magazines, cinema, poster, Internet) or by a combination of means of publicity, which were used on these advertising media, to be at least once reached. Double and hunting contacts are included not with. Net range each person enters thus only once, all the same she had how many contacts.
The Media research determines the ranges of the advertising media by questionings. The relevant investigations in Germany are the Media analysis (mA) and the Allensbacher market and advertising medium analysis (AWA). There are similar investigations also in Austria and Switzerland (MACH).
The range is usually indicated as a reader per expenditure (LpA). It concerns a calculated value, which indicates the probability of use within a target group.
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