Open AccessChoosing a Newspaper for Advertising Using the Weighted Exposure Matrix Method — a Malaysia Case Study
Author(s) -
P. D. D. Dominic,
K.S. Savita,
P. A. Emelia Akashah
Publication year - 2011
Publication title -
international journal of management studies/international journal of management studies
Language(s) - English
Resource type - Journals
eISSN - 2232-1608
pISSN - 2180-2467
DOI - 10.32890/ijms.18.1.2011.10196
Subject(s) - newspaper , advertising , business , marketing
Advertising is one of the marketing strategies to promote products to consumers. Many advertising vehicles are available offering interesting advertising packages. The key objective of this study is to find which Malaysian newspaper is the better option to advertise your products or services in the newspaper so as to maximize your reach of the audience. Here the researchers selected two popular newspapers – The Star and Harian Metro – for this research and analyzed them based on the lowest cost for advertising per 1000 exposures using the weighted exposure matrix method. The result of this study shows that important factors such as cost, reach, frequency and target audience play important roles in selecting the best newspaper as the preferred advertisement vehicle. Keywords: Advertisement; cost per thousand exposures; media, newspaper.