secondary media

Support media for primary. Choice and relevance of primary and secondary media may be the opposite for different advertisers. Should not therefore be confused with above-the-line and below-the-line media. A FMCG company might choose press and TV as primary media, exhibitions and point of sale material as secondary; a direct response company might use direct mail and catalogs as primary media and press as secondary.

Synonyms: support media

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