primary media

In an advertising campaign, the main media which spearhead a campaign. Other media are secondary or support media. The choice depends on the type of advertiser and campaign.

For a FMCG advertiser, primary media could be press or TV; for an industrial advertiser, primary media could be the trade press or a trade exhibition; for a direct response (mail order) advertiser primary media could be direct mail and Facebook advertising.

The expert's thoughts on direct response - growth hacking - performance-based marketing activities - DIRECT MARKETING