Having created an advertisement campaign the next interesting stage that follows logically is the use of the available media to disseminate the messages. Media are relevant due to their specific and significant relation to the products that they are best suited to sell.

Two factors will influence this decision. Budget and the possibility that the chosen medium offers to comprehensively reach the highest percentage of one's target audience. The old paradigm divided these media into two categories - Published media and Audio-visual media. Published media would include all kinds of Newspapers, Magazines, Brochures, Fliers Visual and aural media would include Television, Radio, Cinema, Billboards, Posters. Internet combines the properties of both the streams. While the traditional media continue to exist and be relevant in their own ways, the digital media offers exciting new possibilities due to convergence and a rapidly growing audience. If the target buyers of the product are young collegians in the cities, then internet and social media may be the natural choices. But, if the product is mainly for the rural buyers, then the other media like radio posters, newspapers and television will be better options.