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Healthcare Glossary

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Media evaluation

Evaluating and assessing the suitability and effectiveness of a form of media, eg radio, television etc.

Media evaluation is the analysis of media content, rating its exposure utilising various established criteria, frequently including tonal value and the existence of key messages. It is considered by businesses to be one of the most accelerating vehicles of mass communications research.

See also:
Media planning
Media mix
Media buyer

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