Oblici komunikacije i prenošenje informacija od najranijih vremena civilizacije konstantno se mijenjaju i razvijaju u medije kao što su danas. Postali su vrlo moćan alat u interakciji i ostvarivanju utjecaja na velik broj individua. Njihova snaga jest u autoritetu, odnosno pouzdanosti medija i potrebi javnosti za informacijama, znanjem, zabavom i slično. Iz perspektiva tržišta i korištenja medija za promociju organizacija i njihovih proizvoda i usluga, predstavljaju važan segment u uspješnosti poslovanja organizacije. Oglašavanje i kvalitetna marketinška kampanja potrebna je kako bi se određeni proizvod ili usluga istakla u velikoj konkurenciji poduzeća sa sličnom djelatnosti. Strategija oglašavanja se odabire u skladu s mogućnostima organizacije i analiziranju ciljnog segmenta tržišta. Organizacije mogu oglašavati putem jednog medija koji ostvaruje najveće šanse za komunikaciju s ciljnom skupinom. Također, mogu se i potpuno diverzificirati u svrhu interakcije s izrazito velikom populacijom potrošača različitih socio - ekonomskih karakteristika.

Forms of communication and transmission of information from the earliest times of civilization are constantly changing and evolving into the media as they are today. They have become a very powerful tool for interacting and achieving influence on a large number of individuals. Their power lies in the authority, apropos the reliability of the media and the public need for information, knowledge, entertainment etc. From a market perspective and the use of media to promote the organization and their products and services, they represent an important segment in the organization's business performance. Advertising and good marketing campaign is needed to make a particular product or service highlighted in the highly competitive market of companies with similar activities. The advertising strategy is chosen in accordance with the capabilities of organization and analysis of the target market segment. Organizations can advertise through a single medium that has the highest chances of communicating with the target group. They can also be completely diversified for the purpose of interaction with an exceptionally large consumer population of different socio - economic characteristics.