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Magazines are often segmented by subjects such as women's health, automotive or fashion and therefore effectively reach a particular target market. Newspapers focus on geographical regions which tend to appeal to a broad representative population sample, offering low impact in selectivity.
Translate the marketing requirements into media objectives. Must the ad reach people in a wide area? Then mass media, like newspapers and radio, might work. If the target market is a select group in a defined geographic area, then direct mail could be best. Define a media solution by formulating media strategies.
Advertising media often appear to be ubiquitous. Advertising media selection is the process of choosing the most efficient media for an advertising campaign.To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment.
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience.In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Marketers and advertisers make a distinction between the target audience for an advertising message and the target market for a product or brand. [74] By definition, the target audience is the intended audience for a given advertisement or message in a publication or broadcast medium, while the target market consists of all existing and ...
For a mass marketing campaign to be successful, the advertisement must appeal to a “set of product needs that are common to most consumers in a target market.” (Bennett & Strydom, 2001) In this case it is unnecessary to segment consumers into separate niches as, in theory, the product should appeal to any customer's wants and/or needs.
Selecting the target market is the second step in the STP approach. Selection of a target market (or target markets) is part of the overall process known as S-T-P (Segmentation→Targeting→Positioning). Before a business can develop a positioning strategy, it must first segment the market and identify the target (or targets) for the ...
The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Point-of-sale In-store advertising is any advertisement placed in a retail store.