Although agency creatives see TV as the medium of choice for national ads, newspapers are effective when conveying complex messages, providing a quality environment and moving people to action.

Advertisements and the media that deliver them must work together to produce intended communication effects. Both creative and media specialists understand this fundamental decision principle and consider the interdependent nature of the message and medium relationship when creating ads and putting together media plans. (1) From years of experience, creative and media specialists have learned two things about message / medium interdependency--first, no medium is right for every creative ...