The second part of the advertising tripartite is the media that carry the advertisements. What is this ‘media’? Since the arrival of the Internet and digitization, advertising media is in a state of flux. When choosing a medium the advertiser needs to ask: how many people does the medium reach? How much does it cost to use that medium? How persuasive is that advertising medium? In the last decade the Internet has taken over a huge share of the advertising market worldwide. Though the relative size and importance of each medium is different from country to country, the fundamentals stay the same.