Advertising media selection and planning

Authors
Publication date 2010
Host editors
  • M.A. Belch
  • G.E. Belch
Book title Wiley international encyclopedia of marketing - Vol. 4: Advertising and integrated communication
ISBN
  • 9781405161787
Pages (from-to) 22-29
Publisher Chichester: John Wiley & Sons
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience factors that influence the impact of media. Finally, we discuss new developments in advertising media.
Document type Chapter
Language English
Published at https://doi.org/10.1002/9781444316568.wiem04010
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