The most effective media, that is communication channel, to reach the target market depends on characteristics of the target market s well as the purpose of communication. If the target market consists of a very large number of customers, a mass communication channel such as TV and printed publication is likely to be more effective. In contrast if the target market consists of just a few large customers, face to face communication is likely to become more attractive. To reach a widely distributed market it may be necessary to use a channel with a wider channel such as those having national or international product. In comparison a cinema hall advertising schedule of the movies to be screened only need to advertise in a local news paper. When the target audience consist of specialist or people with some special interest, advertisement in technical journals have a better reach at lower cost.
The purpose of communication is also important. If the communication is just to inform the customer, then non-personal and non-interactive channel such as TV and newspaper advertisement may be good enough, but to actually make the customer book an order face to face communication, or some other interactive form of communication such as telephone may be required.
On medium that is now becoming increasingly popular for all types of target market profile and objective of communication is the Internet. It is cost effective for a small customer base as well as a big customer base irrespective of the location or extent of dispersion of customer. With increasing interactive capabilities of computer software, the Internet is being used increasingly for informing as well as for booking orders.
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