When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which medium to use.
Mass media simply means the array of media technologies that can be used to reach out to people. There are several mediums to reach out to people such as television, radio, newspapers, etc.
Since the advertiser wants to create an advertisement is deciding whether to run the ad on television or in print, then the person is deciding on the medium to use.
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