Definition
Advertising media are the various mass media that can be employed to carry advertising messages to potential audiences or target markets for goods, services, organizations or ideas.
These include digital media, print media, direct mail advertising, radio, broadcast television, cable television, outdoor advertising, transit advertising, and specialty advertising.
Direct mail advertising refers to the use of the mail delivered by the U.S. Postal Service or other delivery services as an advertising media vehicle.
Advertising clutter refers to the extent to which multiple advertising messages compete for the consumer’s (limited) attention. It often is used to indicate multiple competing messages in a given time frame and medium (such as television).
Media Planning involves the determination of advertising objectives, advertising strategies and advertising tactics relating to the advertising media to be used by specific clients. A media plan includes a statement of objectives, target market definition, types of advertising media to be used, and the amount of resources to be allocated to each (the media mix), and a specific time schedule for the use of each media vehicle.
National rate is the price charged national advertisers for space and time in local advertising media. Traditionally, newspapers, radio, and television stations have charged higher rates for national advertising than for local advertising.
References
- American Marketing Association, AMA Dictionary.