How should the result of Advertising be evaluated

Effective ad-exposed audience:- The number of people with the target’s characteristics who actually saw the ad.

The cost per thousand criteria:- Media planners circulate the most per thousand persons reached by a vehicle. In a full page ad in business today costs Rs. 84,000 and business today’s estimated readership is three million people, the cost of reaching one thousand persons ties approx Rs. 28/-. The same advertisement in business week may cost Rs. 3000/- but reach only 7,75,000 person-at a cost of per thousand of Rs. 39/-. The media planner would rank each magnize/newspaper by cost per thousand and favor those publications with the lowest per thousand for reaching target consumers.