ABSTRACT

In order to convey communications messages, whether they be through push, pull or profile

approaches, the use of the media will be important, if not vital, if the target audience is to receive

the message. Selecting the media is strategically important because of the increasing number of

media channels and the break-up of the traditional ITV television audience into many disparate

groups. These processes are referred to as audience and media fragmentation. It is a major issue

as client-side managers become increasingly pressurized to account for their media spend. The

complexities of media decision-making have increased dramatically with the rapid developments

in various forms of electronic communications. Whilst these represent exciting new opportunities,

the vast majority of communications messages are still delivered via ‘traditional’ media, TV,

newspapers, billboards, direct mail. Campaigns may use a leadmedium such as TV for consumer

goods but increasingly use a media mix just as they would use a mix of communications tools.

Co-ordination is an important aspect of media decisions just as it is for selecting the tools used.

Media can be considered against three separate dimensions: