Advertising Media Selection and Planning
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Moorman, M., Neijens, P. C. and Smit, E. G. 2010. Advertising Media Selection and Planning. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience factors that influence the impact of media. Finally, we discuss new developments in advertising media.
- media impact;
- new media;
- participating audiences