Communications Tools The choice of media is governed by the appropriateness media's target audience and its efficiency in reaching that audience Business and trade journals Broad-based media Business Week. The Wall Street Journal Horizontal media focus on a particular marketing task (Purchasing World) Vertical media focus on a particular market or industry (Trucker World) Directories and data services Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 12-10 Communications Tools The choice of media is governed by the appropriateness media’s target audience and its efficiency in reaching that audience Business and trade journals • Broad-based media – Business Week, The Wall Street Journal • Horizontal media – focus on a particular marketing task (Purchasing World) • Vertical media – focus on a particular market or industry (Trucker World) • Directories and data services