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Unformatted text preview: onnect/hmEBook.do?setTab= sectionTabs 1/4 9/15/13 M cGr aw- Hill Connect - Ebook A b illb oard advertis ing Mc Donald's on a major highway (top) would target the mas s es , b ut a Mc Donald's
b illb oard in a s pec ific c ommunity, lik e Mt. Horeb (b ottom), would target a more foc us ed nic he mark et. Mass and Niche Media
Identify the various types of media M ass me d ia channels include national newspapers, magazines, radio, and television and are ideal
for reaching large numbers of anonymous audience members. Nich e me d ia channels are more
focused and generally used to reach narrower segments, often with unique demographic
characteristics or interests. Specialty television channels (e.g., Home and Garden T V) and specialty
magazines such as Sk ateboarder or Cosmo Girl all provide examples of niche media. T he Internet
provides an opportunity to appeal to the masses through ads on the home page of Internet sites like
www.comcast.net or www.yahoo.com or more niched opportunities, such as an American Express
business card on the W all Street Journal site (www.wsj.com). In a similar fashion, a billboard
advertising McDonald's on a major highway would target the masses, but a McDonald's billboard in a
specific community would target a more focused niche market.
p. 546 Choosing the Right Medium
F or each class of media, each alternative has specific characteristics that make it suitable for
meeting specific objectives (see Exhibit 18.2).31 F or example, consumers use different media for
different purposes, to which advertisers should match their messages. T elevision is used primarily for
escapism and entertainment, so most television advertising relies on a mix of visual and auditory
EXHIBIT 18.2 Typ e s o f M e d ia Av ailab le fo r Ad v e r tisin g connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/4 9/15/13 M cGr aw- Hill Connect - Ebook Communication media also vary in their ability to reach the desired audience. F or instance, radio is a
good medium for products such as grocery purchases or fast food because many consumers d...
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- Winter '08