Advertising

Television advertising offers the benefit of reaching large numbers in a single exposure. 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. Television networks are attempting to improve their targeting efforts. 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. However, television remains an option that is best for products that targeted to a broad market.

Television advertising, once viewed as the pillar of advertising media outlets, is facing numerous challenges from alternative media (e.g., Internet) and the invasion of technology devices, such as digital video recorders (see more in the Advertising Trends section in the Advertising) tutorial, that have empowered customers to be more selective on the advertisements they view. Additionally, television lacks effective response tracking which has led many marketers to investigate other media that offer stronger tracking options.

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Media Branding

Meadia Branding is a cumulative concept reflecting the convergence of traditional marketing and advertising approaches with powerful new media. It does not embrace any one media vehicle or delivery type over another. Instead it is an approach that leverages the strengths of various tactics and actually utilizes both traditional as well as social media. The goal is not simply to make the brand known, but to connect with the target audience at the social level.

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Advertising

Magazines, especially those that target specific niche or specialized interest areas, are more narrowly targeted compared to broadcast media. Additionally, magazines offer the option of allowing marketers to present their message using high quality imagery (e.g., full color) and can also offer touch and scent experiences (e.g., perfume). Newspapers have also incorporated color advertisements, though their main advantage rests with their ability to target local markets.

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Consultancy

A media consultant is a marketing agent or public relations executive, hired by businesses or political candidates to obtain positive press coverage. Media consultants usually draft press releases to highlight positive achievements of a business, organization, or individual. In politics, media consultants create advertisement campaigns to plant a desired image in the minds of voters.

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