What does Intermedia comparison mean?
The systematic comparison of different media types (e.g. TV, radio, online, poster) to determine the most efficient media mix for a campaign. Quantitative factors (reach, CPM) and qualitative aspects (advertising effect, image) are weighed against each other.
This term is assigned to TV, OOH, Audio and Online in the Goldbach Advertising Glossary.
Editorially reviewed by Goldbach.