Advertising communicates to large undefined market segments through mass media (TV, Radio, Outdoor, Print & Press and PR). Per customer, it can be cost-effective for reaching large audiences because of its high reach and high frequency. Advertsing can be highly effective when it comes to creating brand awareness for FMCG and other non target specific high volume, high turnover products thus providing a positive Return On Investment. It is also effective for brand positioning and inducing brand attitude.
Mass Media can prove effective in the following scenarios.
- Changing buyer behaviour
If you are looking to change buyer behaviour and there is a clear and substantial benefit to the person making the change you can rely on mass media as your primary tool for bringing about the desired change.
- Increase brand awareness
If you need to raise awareness or promote receptivity with basic information, you should consider mass media. In leveraging mass media’s high reach and frequency capabilities, you have a very good opportunity to raise product and brand awareness quickly.
- Announcements
If you want to draw people to an event, or tell them about sales, promotions and opportunities such as special offers, consider mass media.
- For seasonal reminders
If people are generally committed to doing an activity but have not done it for some time, a seasonal reminder through mass media could prove effective.
- To stimulate word of mouth
A good campaign can spark conversation about your product or brand. This can provide strong reinforcement of your brand and positioning.
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