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Effectiveness of Different Media -
Impact and Retention of Media:
1. Retention levels of different media:
Research has shown that different media have different percentage of retention of the message conveyed.
i) Print media - 10% retention: An average person when he reads any material he remembers approximately 10% of what he has read.
ii) Audio - 20% retention: An average person when he hears any message he remembers approximately 20% of what he has heard.
iii) Visual - 30% retention: An average person when he sees anything he retains or remembers approximately 30% of what he has seen.
iv) Video (Audio Visual) - 50 % retention: If an average person sees and hears a particular message he remembers about 50% of what he has seen and heard. The maximum retention is in the case of audio-video media since both the senses of sight and hearing are involved in grasping the message conveyed.
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