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Advertising Media Selection

Part 4. Advertising and Integrated Communication

  1. Kyle Krueger1,
  2. Lawrence Soley2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04016

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Krueger, K. and Soley, L. 2010. Advertising Media Selection. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Hoffman York, Milwaukee, WI, USA

  2. 2

    Marquette University, Milwaukee, WI, USA

Publication History

  1. 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