Intra-media selection - As part of media planning, a decision is first made on the use of advertising media groups (inter-media selection). The most suitable media must then be determined within the selected advertising media groups. This decision problem is known as intra-media selection or advertising distribution planning. It is primarily about the accessibility of the target groups.
The target groups of a company are usually not identical to the user groups of the individual advertising media. The task of intra-media selection is this. To achieve the highest possible affinity between the company's target groups and the media users (e.g. readership, viewers, listeners), ie to minimize wastage. When creating an advertising distribution plan, contact measurements and contact weights are used to assess the suitability of the individual media.