Advertising Media Selection
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
Krueger, K. and Soley, L. 2010. Advertising Media Selection. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
Advertising media planning is part of the media planning process. It consists of selecting the appropriate media and vehicles that will carry the campaign advertisements. The decision making involved in media planning is quantitative and qualitative. Quantitative decisions include analyzing the vehicles' delivery to the target market and determining the cost efficiency of particular media and vehicles. Qualitative decisions include looking at the appropriateness of a vehicle's editorial environment for the product being advertised, and the attentiveness of prospects to that vehicle.
- advertising media planning;
- consumer advertising;
- media selection;
- campaign planning;
- television advertising;
- magazine advertising;
- advertising frequency;
- repetition in advertising