Selecting Media: Market Reach of Media
The number of customers exposed to a single promotional effort within a target market is considered the reach of a promotion. Some forms of advertising, such as television advertising, offer an extensive reach, while a single roadside billboard on a lightly traveled road offers very limited reach.
Market reach can be measured along two dimensions: 1) channels served and, 2) geographic scope of a media outlet.
This dimension relates to whether a media outlet is effective in reaching the members within the marketer’s channel of distribution. Channels can be classified as:
- Consumer Channel – Does the media outlet reach the final consumer market targeted by the marketer?
- Trade Channel – Does the media outlet reach a marketer’s channel partners who help distribute their product?
- Business-to-Business – Does the media outlet reach customers in the business market targeted by the marketer?
This dimension defines the geographic breadth of the channels served and includes:
- International – Does the media outlet have multi-country distribution?
- National – Does the media outlet cover an entire country?
- Regional – Does the media outlet have distribution across multiple geographic regions such as counties, states, provinces, territories, etc.?
- Local – Does the media outlet primarily serve a limited geographic area?
- Individual – Does the media outlet offer individual customer targeting?
Latest Marketing Stories
- Small Businesses Search in Vain for Web-Ad Help (how sales tactics are draining funds) Wall Street Journal
- How Breakfast Became the Most Important Meal of the Day (the battle for breakfast money) Time
- The New Reality of R&D (how companies are acquiring products) Fast Company
- No Laptops, No Wi-Fi: How One Cafe Fired Up Sales (decision opens up space for more to buy) NPR
- Whole Foods Takes Over America (how leading retailer works) CNN Money
- Wal-Mart Plans to Bring Its Compete-on-Price Approach to Organic Food. Here’s How (insight on pricing strategy) Washington Post
- How Target Secured a Pipeline of New Products From Top Brands (the benefit of building relationships with manufacturers) Advertising Age
Latest Blog Posts
- When Doing Well in Search Engine Advertising is Too Good to Be True
- Some Companies Find Product Development is Better Left to Others
- If a Small Café Says Goodbye to Free WiFi Will It Say Hello to Increased Sales?
- When Social Media Fuels a Controversial Issue How Do Marketers Respond?
- Web Analytics May Be Dominated by Google but Other Software Finds a Place