Intermediate comparison

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In the case of an intermediate comparison or an intermediate comparison , in contrast to the intramedia comparison, various media are compared with one another and assessed with regard to their usefulness. This comparison is particularly useful when preparing an advertising campaign .

The suitability of the various media results from the analysis according to certain criteria, such as target group or advertising costs. Regional and time criteria can also be taken into account. After completing an intermedia comparison, it can be assessed through which media category or media type the target group is most likely to be reached.


  • Ridder, Christa-Maria, and Bernhard Engel. "Mass communication 2010: media use in an intermedia comparison." Media Perspektiven 11.2010 (2010): 523-536.
  • Schulz, Winfried. "Media impact and media selection. Methods and results of research on the inter-media comparison of television, radio, newspaper." Magazine. Hamburg (1971).