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.
Above-the-line cost is any cost involved in the advertising production process that is specifically listed in the budget.
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).
Direct mail advertising refers to the use of direct mail – mail delivered by the U.S. Postal Service or other delivery services – as an advertising media vehicle.
from phmcgpe.com
Media mix is the specific combination of various advertising media (including network and local television, digital media, magazines, newspapers, specialty advertising, etc.) used by a particular advertiser and the advertising budget to be allocated to each medium.
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.
Broadcast Media
A news clip is a type of film presentation in which editorial content is controlled by the sponsor. It’s provided to broadcast media providers for their use as deemed appropriate.
A video news release (VNR) is a publicity device designed to look and sound like a television news story. The publicist prepares a 60- to 90-second news release on videotape, which can then be used by television stations as is or after further editing. It is more sophisticated than a news clip.
A radio wrap-around is the radio equivalent of a video news release, a radio story lasting 90 seconds or less and including an announcer who introduces sound bits from one or more news sources.
Virtual signage refers to the insertion of signage electronically during a TV broadcast that is not actually present at the event.
from mirriad.com
See Also
Marketing communication
Media channel
Media engagement
Media equivalency
Resonance
References
- American Marketing Association, AMA Dictionary.