reklaamiva

Reklaamiva is a term used in Estonian marketing and advertising discourse to denote the advertising vehicle—the channel or medium through which a promotional message is delivered. It is not a formal industry standard term, but it is used informally by agencies, advertisers, and clients when discussing media mix and distribution strategies.

In practice, reklaamiva can refer to a wide range of channels, including traditional media such as television, radio, and print, as well as digital channels like websites, social networks, display networks, mobile apps, and out-of-home media. The exact scope of the term depends on context, campaign objectives, and planning frameworks. The concept focuses on the mechanism that carries the advertisement rather than its creative content.

During campaign planning, teams may refer to the Reklaamiva mix or Reklaamiva options, evaluating factors such as reach, frequency, cost, and targeting to determine which vehicles will best reach the intended audience. The term is especially common in client briefings and strategic documents where the aim is to align media choices with business goals.

Etymology and status: Reklaamiva is formed from reklama- 'advertising' and a generic noun-forming suffix; it is informal and not standardized in dictionaries. Its meaning is pragmatic and negotiated within each project rather than fixed by regulation.

See also: Reklaam; Turundus; Meedia; OOH advertising.

---