Introduction advertising unit Structure

2. Selection of Media :
Proper media research helps to select the 
most suitable media mix that would be required by the advertiser 
depending upon the type of product, prospects, ad budget etc. The 
advertiser will select that media which has maximum readership or 
viewership or listenership of the target audience. 
3. Booking of Time and Space :
Media planning department or 
the media operations department can book time and space in the 
media depending upon the programmes viewed or articles read by 
the target audience. 
4. Importance to Media Owners :
The media research helps the 
media owners to improve their programmes or editorial contents so 
as to increase listenership, viewership and readership. It also helps 
the media owners to fix charges for their time and space that would 
be used by the advertisers. For example, if the research indicate 
that the programme has increased the viewership by 50% then the 
advertisers will have to increase frequency of advertise.
5. Sponsorship of Programmes :
It helps the advertiser to select 
a particular programme for sponsorship. The advertiser may elect 
the sponsorship of that programme which is mostly viewed or 
listened by the target audience. 
6. Benefit to Audience :
Audience get better editorials and 
programmes as the media owners make every effort to improve 

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their contents. The media owners try to improve their programmes 
or editorials, so as to attract the attention of large number of 
readers, listeners, or viewers. This would bring them more 
advertising revenue. 
7. Benefit to Media Planners :
It helps the media planners to 
understand the rating from the various programmes on TV 
channels and on radio through Television Rating Points (TRP) 
reports. Again, it helps them to understand the circulation trends of 
newspapers and magazines through Audit Bureau of Circulation 
Reports.