Document Type

Contribution to Book

Language

eng

Format of Original

4 p.

Publication Date

2011

Publisher

Wiley-Blackwell

Source Publication

Wiley International Encyclopedia of Marketing

Source ISSN

9781405161787

Original Item ID

doi: 10.1002/9781444316568.wiem04016

Abstract

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.

Comments

"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.

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