Business Terminology Series - Media Mix

Media Mix

The process of determining media placement in an advertising plan so that the advertising message reaches the buyer through the most efficient medium.

Media mix usually refers to the mix when mixing more than one different type of media. Since advertisers usually use more than one medium, they go through the media mix process to create a final media plan. Depending on how the media mix is done, the effectiveness of advertising can vary greatly. The decision-making process related to media mix can be said to be a very important decision for a media planner (marketer, marketing manager).

The term 'media mix' can also be used when planning to divide and allocate the necessary advertising media and budget for marketing appropriately.