Advertising – Media Types


Brand Identity entries signify a corporate image through the use of visual and/or audio design that identify a brand. Includes digital, social, mobile, live events.

LE:  360° Brand Design      

LX:  Brand Experience (includes Trade Show booths, etc.)

LC:  Brand Film/Video

LO: Logo only

LP:  Promotional Product (giveaways, product samples, gift with purchase, etc.)

LS:  Sound Branding (jingles, trademarks, idents, etc.)

OB: All Other Brand Identity



Branded Content/Entertainment entries blend advertising and entertainment to fulfill a brand’s marketing strategy. Includes fiction, non-fiction/reality, scripted and/or unscripted.

BC: Broadcast, Cable, Satellite Television

BF: Film (theatrically released)

BO: Online/Digital

BP: Printed Content

BU: User/Audience Generated Content

BX: All Other Branded Content



Brochure/Book entries (physical or digital/online) can be catalogs, annual reports, product brochures, etc.

BB: Physical

BD: Digital/Online



Broadcast, Cable, Satellite Television entries are commercials run on broadcast, cable, satellite television or video streaming services (Netflix, Hulu, Amazon Video, etc.).

Cinema/In-Flight entries are commercials run in theaters/cinema or on aircraft.

Online entries are commercials run on the internet.

All Other Platforms entries are commercials run on other platforms.

T:   Broadcast, Cable, Satellite Television, Streaming

TC: Cinema/In-Flight

TO: Online

TX: All Other Platforms


DIGITAL – Mobile

Digital – Mobile entries are advertising delivered electronically to mobile phones, tablets or other mobile devices.

AP: Apps

GM: Branded Games

NM: Mobile Marketing

DP: Mobile Phones

DT: Tablets

DD: All Other Mobile Devices


DIGITAL – Online

Digital – Online entries are advertising delivered via the internet.

DG: Branded Games

OL: Online Ads (banners, pop-ups, etc.)

DV: Online Video (interactive, social, etc.)

NV: Viral Marketing

WF: Websites, Microsites, etc.

ON: All Other Digital Online



Advertising that elicits a direct response and/or call to action. Includes business-to-business and consumer.

DB: Broadcast

EM: Digital Direct

DE: Email Marketing

DM: Physical Mail (postcards, flyers, etc.)

OD: All Other Direct (holiday cards, product sample kits, client gifts, invitations, etc.)



Guerilla/Ambush Marketing entries use unconventional means of reaching the public or attempt to tie a product to an event when the customer is unaware of the marketing effort to obtain maximum exposure.

GN: Guerilla/Ambush Marketing



Technology used to create a simulated environment and/or a real-world environment in which elements are added by computer generated components to enhance an experience.

AR: Augmented Reality (AR) Marketing

VD: Virtual Reality (VR) Marketing – Desktop

VR: Virtual Reality (VR) Marketing – Mobile



Integrated Campaigns combine at least two (2) different media types to convey a company’s advertising/marketing/branding message.

Digital only Integrated Campaigns combine at least two (2) different digital media types to convey a company’s advertising/marketing/branding message.

MX: Integrated Campaign

DX: Integrated Campaign – Digital/Online Only



Outdoor/Out-of-Home entries are advertising/marketing/branding specifically intended to reach consumers outside their home such as Transit Ads, Billboards, Outdoor Posters, Installations, etc.

DO: Digital

NO: Non-Digital

OT: All Other Outdoor



POP entries are in-store point of sale retail advertising that includes, temporary, semi-permanent, permanent.

PC: Counter/Cash wrap/Register/Checkout Displays

PI: Featured Displays (bulk outs, end caps, aisles, shelf, etc.)

PK: Interactive Kiosk/Display

PU: Pop-Up Shop/Store

SD: Product Demonstrations (video, live)

PQ: Signage (posters, banners, floor decals, shelf, etc.)

PV: Vending Machine

PP:  Vendor Shop (leased/allotted space for a specific retailer/brand within a retail store)

PW: Window Displays

PO: All Other Point-of-Purchase



Print advertising entries are advertising/branding printed and in periodicals (magazines, newspapers, journals, etc.).

AV: Advertorials

CP: Consumer Magazine

NP: Newspaper

MN: Magazine/Newspaper inserts (foldouts, product samples, etc.)

TP:  Trade Magazine (business-to-business publication)

OP: All Other Print (includes indoor posters)



Public/Media Relations is communication that supports a beneficial relationship between a company (including non-profits) and its public.

MR: Public/Media Relations


RADIO/AUDIO Advertising

Radio/Audio advertising entries can either be from terrestrial, satellite or internet radio. Entries can include commercials, infomercials, jingles, sound branding, etc.

R:   Terrestrial (FM, AM)

RS: Satellite

RA: Online (Music Streaming Services, Podcasts, etc.)



Social Media Marketing is creating & sharing content via social networking. Includes cross-channeling between social media.

SN: Social Media Marketing



Spec Work is professionally created advertising for personal use only (without an established relationship with a paid client). Entries are limited to: Work created especially for creative competitions or a personal portfolio.

XA: Spec Work – Professional

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