Abstract:

The objectives of the paper are: -Measure readership of most print media types such as dailies, weekly and monthly magazines. -Measure viewership of all television broadcast time segments and of video -Measure radio audience Compare press readership and audio visual time segments audience of adults and young teenagers in order to ascertain similarities and differences in exposure to various media. We also included products awareness ownership, usage and intentions to purchase sections covering brown goods, white goods, passenger cars, fragrance and tobacco; the findings of which became very interesting when analysed by media exposure. Altogether we had to answer pressing questions which mostly came from the advertisers regarding changes occuring on the media scene, on exposure habits and on products purchases.