Skip to main content
Contribution to Book
Advertising Media Selection
Wiley International Encyclopedia of Marketing
  • Lawrence Soley, Marquette University
Document Type
Contribution to Book
Format of Original
4 p.
Publication Date
Original Item ID
doi: 10.1002/9781444316568.wiem04016
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 Selection," in Wiley International Encyclopedia of Marketing, Vol. 4. Eds. Jagdish N Sheth, and Naresh K Malhotra. Chichester, West Sussex, U.K.: Wiley, 2011: 29-32. DOI. © 2011 John Wiley & Sons, Inc.

Citation Information
Lawrence Soley. "Advertising Media Selection" Wiley International Encyclopedia of Marketing (2011) ISSN: 9781405161787
Available at: