ABSTRACT
Once you understand the strategies you may be using, you need to deal with the media for specific tactics. These can be broadcast programs, magazines, websites, or a myriad of other media and vehicles. Each media category has its own language; nevertheless, there are some terms that are common to most. To understand how any business operates, you must know the language of that business. It is the same in advertising: when you know the terminology of advertising media, you will be well on your way to understanding the process and function of the mass media in your advertising campaign.
