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Advertising Media Selection and Planning

Part 4. Advertising and Integrated Communication

  1. Marjolein Moorman,
  2. Peter C. Neijens,
  3. Edith G. Smit

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04010

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. University of Amsterdam, Amsterdam, The Netherlands

Publication History

  1. 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.


  • reach;
  • frequency;
  • timing;
  • media impact;
  • new media;
  • multimedia;
  • participating audiences