Range

The range indicates how many potential communication contacts can be achieved by means of a communication measure through a certain medium. In the magazines division, for example, the range can be calculated by multiplying the edition with an average number of readers per newspaper. Ranges are typically calculated by marketing research providers in a joint order from media companies and advertising industry (e.g. the German Association for the Verification of Distribution of Advertising Media, IWV; the Television Research Partnership, AGF; the German Media Analysis Association, ag.ma) and used as a basis for negotiating prices of advertisements.

Source

ICV-Statement "Grundmodell für Kommunikations-Controlling"

Internet

[1]www.communicationcontrolling.de

First version by

ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe