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TABLE 1.CHARACTERISTICS OF ADVERTISEMENT MEDIATABELA 1. CHARAKTERYSTYKA MEDIÓW REKLAMYASSESSMENTNEWSPAPERS MAGAZINES TV RADIOCRITERIAFunctionof mediaSituation(meetingsbetween theadvertisementobject andadvertisementmessage)Options ofpresentationTime frequencyTime factorPossibilities ofusagePenetration andaccess of peoplePossibilities ofchoiceActualinformation, newsDomesticatmosphere,workplace,morningstext and picture,no movesDailyPossibility ofrepeatingUnlimitedFrom moderate tohigh impact,crossings withother newspapersselection underregional criteria,on the basis ofanalyzing thestructure ofreaders there is areach of wideaudience, regionaldeploymentInformation,fun, educationDomesticatmosphere,evenings,weekendsPicture (color aswell) and text,no movesWeekly,monthlyPossibility ofrepeating,different phasesof usageUnlimitedHigh impact,big crossingSelection ofmagazinesaccording togoal group, overregionaldeploymentActualinformation, funeducationDomesticatmosphere,eveningsMoving picture,color as well,acousticsDaily within aspecified timesingle track,time limitationLegislativelimitationsHigh impact(cumulatedeffect)Real selection ispossible onlyaccording toregional criteriaActualinformation,fun, educationDomesticatmosphere,workplace, outof home, all dayOnly acoustics(speech, music,sounds)dailySingle receive,time limitationDifferentlimitations,Limitedcapacityimpact in therestricted area,possibility ofcrossingsSelection underregional criteriaPhilosophyInformative andargumentationadvertisementArgumentativeadvertisement,emotionalArgumentativeadvertisement,emotionalRationaladvertisingmessages,139