Advertising media selection
[2] Yet because it is a mass medium capable of being seen by nearly anyone, television lacks the ability to deliver an advertisement to highly targeted customers compared to other media outlets.
In particular, networks operating in the pay-to-access arena, such as those with channels on cable and satellite television, are introducing more narrowly themed programming (i.e., TV shows geared to specific interest groups) designed to appeal to selective audiences.
Technological innovations, especially the advent of ad blocking and zapping, has eroded TV's immediacy and relevance for some audiences.
Finally, the potential for national and international advertising may become more attractive as radio stations allow their signals to be broadcast over the Internet.
In many ways radio suffers the same problems as television, namely, a mass medium that is not highly targeted and offers little opportunity to track responses.
[citation needed] Print publications such as magazines, books, newspapers and Special Issue publications (such as annuals) offer a variety of advertising opportunities:[5] Magazines, especially those that target specific niche or specialized interest areas, are more tightly targeted compared to broadcast media.
Internet advertising's influence continues to expand and each year more major marketers shift a larger portion of their promotional budget to this medium.
[11] The use of signs to communicate a marketer's message places advertising in geographically identified areas in order to capture customer attention.
[12] Identifying the audience for a magazine or newspaper, or determining who watches television at a given time, is a specialized form of market research, often conducted on behalf of media owners.
A limited amount of basic audience data is available to the general public through statutory authorities or media organisations.
Scheduling refers to the pattern of advertising timing, represented as plots on a calendar-type flowchart (as shown in the figure), typically for one year, but may be for a specific campaign of shorter duration.
The broad approaches to scheduling are:[22] Blitzing consists of one concentrated burst of advertising normally during the initial period of the planning horizon.
This pattern of advertising is prevalent in service and packaged goods that require continuous reinforcement on the audience for top of mind recollection at point of purchase.
Advantages: Program or plan that identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages.
The main advantage of the flighting technique is that it allows an advertiser who does not have funds for running spots continuously to conserve money and maximize the effect of the commercials by airing them at key strategic times.
Product categories that are sold year round but experience a surge in sales at intermittent periods are good candidates for pulsing.
These large media agencies are able to exert market power through volume purchasing by buying up space for an entire year.
The following table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours.
