Definition of media mix

combination of media to be used in an advertising campaign. In the past, television and magazines dominated the media mixes of most national advertising campaigns because these media reached the broadest segments of the market. However, in recent years, clutter, rising advertising costs, and smaller audiences have caused advertisers to seek more cost-efficient avenues for their advertising dollars. Consequently, media mixes may now include vehicles such as telephone directories, cable television, ballpark billboards, supermarket shopping carts, and other forms of media that may reach a narrower market segment but cost less and target more effectively.