It is easy to think that marketing today lives entirely on screens — social feeds, search results, streaming video. Yet the rumble of a radio spot during the morning commute, the full-page magazine ad you pause to admire, the billboard you glimpse from a train window, and the television commercial that makes the whole room laugh still shape what people notice, remember, and buy. This chapter is about those traditional media channels — television, radio, print, and out-of-home — and how smart marketers use them, even as the media world changes around us.