Selecting Media: Market Reach of MediaThe 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.
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Samples of Marketing TutorialsPurchase Decision Steps 1 and 2 1. Need RecognitionIn a business environment needs arise from just about anywhere within the organization. The Buying Center concept shows that Initiators are the first organizational members to recognize a need. In most situations the Initiator is also the User or Buyer. Users are inclined to identify the need for new solutions (i.e., new |


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