Contribution to Book
Advertising Media SelectionWiley International Encyclopedia of Marketing
Document TypeContribution to Book
Format of Original4 p.
Original Item IDdoi: 10.1002/9781444316568.wiem04016
AbstractAdvertising 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.
Citation InformationLawrence Soley. "Advertising Media Selection" Wiley International Encyclopedia of Marketing (2011) ISSN: 9781405161787
Available at: http://works.bepress.com/lawrence_soley/23/