Media Targeting
Communications should, ideally, reach the people to whom they are relevant. One problem with mass media is that depending on how niche the brand, product or benefit offering is, communication through TV or any other primary medium can be largely wasted as it reaches many people who are not currently in the market for the advertised offering.
Effective media targeting is hampered by the small size of media ratings panels, their focus on mass categories, and consequent inability to define audiences beyond basic demographics.
For any target audience, AMC's huge and comprehensive database shows how to reach them – their media usage:
- Top TV programs, radio programs, magazine & newspaper titles read, web sites visited, stores shopped at and routes taken in traveling to & from work and social events.
- How much time they spend with each medium
- The purpose of their media choice
We also know what they are doing – their category and brand usage
- Client category, neighboring categories, facilitating categories
- Brand awareness, trial, usage and preference
And who they are – personal profiles
- Demographic
- Lifestyle
- Biographic
Once you have learnt which media channels and vehicles are the best for reaching your target you can:
- Select them according to:
- How well they "fit" with your communication objectives
- Ownership / vendor
- Rank them according to their ability to deliver on your objectives
- Creating or raising brand awareness
- Message delivery
- Reaching competitive customers
- Combine them to assess overall campaign reach
For more information about this or our other products please CONTACT US.
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