Advertising medium

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Under advertising medium is understood as the medium for the transmission of advertising messages , with the aid of advertising material to the advertising receiver can be introduced.

The personal and material media that (can) function as advertising media include:

  • among the print media (print media) above all newspapers and magazines, namely daily newspapers, weekly newspapers, advertising papers, illustrated magazines , consumer magazines , program magazines , supplementary publications, specialist journals, magazines, books, address and telephone books and others,
  • among electronic media television and radio as well as cable television, satellite television, teletext, pay television, teletext, etc.
  • Under online media, in particular online offers from classic content providers (print, radio, TV), search engines, portals and web catalogs, online services from providers, but also online offers from e-commerce, etc.
  • In the context of outdoor advertising, especially posters ( poster advertising ), public or private transport ( promotional vehicle ) and ambient media
  • Furthermore, products and packs, shopping bags , shop windows , matchboxes , newspaper clips , promotional gifts , direct mail companies and advertising material distribution as well as intermediaries, people who convey advertising messages, etc.
  • Product samples , e.g. B. Leather cards
  • People can also be referred to as advertising media, namely celebrities such as models, actors, athletes, writers or politicians who are used for advertising purposes and are placed as popular figures in the focus of an advertising message as part of an advertising campaign . Long-term contractual commitments are known as endorsement .
  • Another way of using people as advertising media is the so-called sandwich man , which acts as walking advertising space

With regard to material media, following on from Rudolf Seyffert, a distinction can be made between advertising media only (such as shop windows or posting points) and advertising media (such as newspapers, magazines, television programs). Furthermore, a distinction must be made between individual advertising media and mass media or, according to the degree of accuracy, between selective media (such as advertising letters) and mass media. In media planning , it sometimes makes sense to differentiate between transitory and statutory media or between daily and non-current advertising media.

The advertising media are selected as part of the media planning for an advertising campaign. One speaks here of intermediate selection (the choice between e.g. print or TV) and intramedia selection (the choice between newspaper X and newspaper Y). The selection of the advertising medium depends on the efficiency and the ability to establish a connection with the target group in the available time with the available budget . The performance indicators that are used are reach, price per thousand contacts and target group affinity:

  • the reach : how many people in the target group do the respective advertising media reach?
  • the thousand contact price : what does it cost to generate 1,000 contacts in the target group with a given advertising medium?
  • Affinity : Share of the target group in the user base of a medium compared to their share in the total population / population


  • Wolfgang Michael Reiter (Ed.): Advertising media. Manual for media practice. Medien Dienst GmbH, Frankfurt am Main 1999, ISBN 978-3980115759 .

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