Advertising media are the communication channels or vehicles through which advertising messages are transmitted from the identified sponsor to the specific target audiences that are intended to be reached. They represent the means of reaching potential consumers and include a wide range of platforms – from traditional ones such as television, radio and print, to digital ones such as Internet search engines, social networks and mobile applications.
The choice of advertising media is a strategic decision (media planning), which must be based on the objectives of the campaign, the characteristics of the target audience, the cost per reach (CPM) and the specifics of the advertising message. Successful media planning aims to ensure an optimal combination of channels that achieves the required reach and frequency of displaying the message within the specified budget.
