Media research (also known as advertising research and audience research) is described as the systematic research into the influence of communication channels on advertising success and consumer behaviour. Media analysis is one of the methods used for this.

We need to understand:

• The nature of medium being used
• The working of the medium
• Technologies involved in it
• Difference and similarities between it and other media vehicles
• Functions and services provided by it
• Cost associated and access to new medium
• Effectiveness and how it can be improved