narrowcast media
TRANSCRIPT
NARROWCAST MEDIA
PRESENTING BY :
I.S.R.KRISHNARMBA/2015-08SCHOOL OF AGRIBUSINESS MANAGEMENT
WHAT IS NARROWCAST MEDIA? Spreading an advertising message or signal over a small
geographical area, or to a select group of audience.
Segmented market ,personalized marketing, mass customized marketing, and micro casting
EXAMPLES:cable television, direct mail, specialized trade publications, seminars, and keyword-associated web advertising.
NARROWCAST MEDIA Direct marketing
TelemarketingDirect mail
Yellow pages(trade publications) Interactive media (The Internet)
ADVANTAGES OF DIRECT Personalized impact Elaborate databases for targeting Reaches inaccessible audience Measurable exposure/success
DISADVANTAGES OF DIRECT High CPMs Junk mail High audience refusal rates Environmental concerns Key is a high quality mailing list
STRATEGIC USE OF DIRECT Target marketing Relationship marketing High involvement consumers/products
YELLOW PAGES: General circulation magazines Specialized Magazines
Target marketing Trade Magazines
ADVANTAGES OF MAGAZINES
High color reproduction quality High credibility Permanence/User-paced Pass along factor High information potential
DISADVANTAGES : Hard to measure actual exposure Long lead times Expensive: High CPMs Decline in news magazines
STRATEGIC USE : Highly specialized target marketing Geographic targeting with zip editions High involvement consumers/products Rational and emotional appeals
THE INTERNET Rapid adoption/growth Importance as an advertising medium Massive shift in advertising dollars.
ADVANTAGES OF THE INTERNET Interactive medium/Active audience Affluent market Permanence/User-paced High information potential Immediate response
DISADVANTAGES OF THE INTERNET Untested medium Fragmented audience Slow downloads Security and privacy issue
Strategic Use of the Internet: Target marketing High involvement
consumers/products
Goals of narrowcasting:1. Getting top talent to engage
in conversation
2. Increasing interaction
3. Increasing relevance
4. Building a relationship (early adopters between 3-5 communications )
5. Building trust
6. Finally, considering job opportunities
BENEFITS: innovative ways to capture the
attention of consumers opportunity to connect with consumers
in the right place, at the right time, with the right message
to advertise & exposure a product to the specific target audience.
more effective and less costly
LIMITATIONS: Restricted to small groups. Hard to measure actual exposure Long lead times