• Print Page
• eMail Page

Search website for :

Home→The Westburn Dictionary of Marketing→M→major media

major media

Definition:
The five principal ADVERTISING MEDIA: press, television, posters, radio and cinema. Some might argue that the last two are not major on the grounds that they share only just over 2.4 per cent of total media advertising expenditure between them, but the term is generally taken to be synonymous with ABOVE-THE-LINE media.

Cross-References:
[above-the-line] [advertising media]

Links:

Figures:

© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].