Why does social media work well for one campaign, while radio works better for another? Why do some campaigns rely solely on cable$/$broadcast television, while others rely more on outdoor or OTT streaming platforms? The media selections that media planners and buyers make depend on the target audience, goals and needs of the campaign, capabilities of the agency, and budget provided by the client. This activity is important because these selections also depend on the media planner and buyer using the knowledge they have of the various media opportunities available to develop a truly integrated campaign. This goal of this activity is to demonstrate your understanding of the advantages of advertising in various platforms to understand why a media planner might select one medium over another.

Match the media outlet to the advantage$($s$)$ of that media outlet.

Direct Mail Magazines Terrestrial Radio Outdoor$/$transit Social OTT