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185Advertising Research- Advertising Perception: the number of people who perceived the advertising in question.
This could be influenced by the colour and size of the advertisement, positioning in
the vehicle, and type of product involved. The number of people actively perceiving an
advertisement is typically less than those exposed to it. - Advertising Communication: the number of people who comprehend specific things about
the advertising, which is typically less than those perceiving the message. - Sales Response: the number of people who take buying action as a result of the placement
of the specific advertisement by purchasing the product than have actually received its
communication.
MEDIA VEHICLE DISTRIBUTION
Data about media vehicle distribution are the most readily obtainable and are relatively accurate. These
data are regularly gathered by agencies in various countries such as audit bureau of circulation. These
agencies or groups are sponsored by advertisers, advertising agencies and publishers.
Available data are on the circulation levels of its members’ publications for print media. Data relating to
vehicle audiences are gathered for radio, newspaper, television and other publications.