Choosing a Newspaper for Advertising Using the Weighted Exposure Matrix Method — a Malaysia Case Study

Abstract

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.