Media Selection: Where Should You Advertise?

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 11 in Marketing Revealed, 2008, pp 101-106 from Palgrave Macmillan

Abstract: Abstract People now live in media land. They don’t sit on the front porch talking to the neighbors; they sit inside and talk to their TV, nod at their newspaper, rant at their computer. Products and communication are distributed nationwide, even globally. But that does not mean they are everywhere. It just means that geography has lost meaning as a variable. Geographically speaking, your customers can live anywhere. In terms of media, they do not live anywhere. They live in traditional newspapers, or network television, or cable, and so on. Western civilizations have fallen apart into different tribes. But these modern tribes do not live on this or that side of the Rhine; they live on this or that side of various media divides. Media selection means deciding where you will live. It’s a big question. This chapter offers some practical tools to answer that big question.

Keywords: Potential Customer; Direct Mail; Direct Match; Advertising Agency; Target Customer (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_11

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DOI: 10.1057/9780230230873_11

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