oa Communicare : Journal for Communication Sciences in Southern Africa - Media trend match: an introduction

Volume 2, Issue 1
  • ISSN : 0259-0069



The author argues that there is an increasing need for Qualitative criteria for media selection in advertising. A number of guidelines for Qualitative media selection are proposed and, illustrated by an explication of Media Trend Match, a media selection system which has been developed in South Africa.

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