The distribution of time and money allocated among TV, radio, print and Internet advertising that makes up the total advertising budget of an advertiser, agency or media buyer. Media Modeling - the process of quantitatively estimating audience behavior. Modeling is usually contrasted with the process of direct measurement in which meters, diaries, surveys or coincidentals are used to measure the behavior. Typically when viewing behavior is modeled, a set of measures is adjusted to represent a geographic area, demographic category or consumer target for which there is no direct measurement. Modeling in the broader sense may include any mathematical technique for combining or imputing data, such as ascription, fusion or weighting.

The combination of media types used together to meet the objectives of a media plan. Outdoor media enhances the overall effectiveness of a media mix by cost-effectively increasing reach and frequency.

The combination of different media forms into a single advertising program to meet the overall objectives of a media plan.

Term used to describe combinations of different media such as television, radio, Internet, newspapers and magazines for marketing and promotional purposes. The right mix is the one which best reaches the target audience.