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Although the benefits of mass media are significant, one must recognize the inhibitions and challenges that arise. The public usually scan the media for entertainment, current affairs and education. Exposure to advertising is hence in most cases involuntary. The probability then is high that advertising will be disregarded by the audience. Customers nowadays are used to finding ways of avoiding exposure to unwanted messages. The consumer seeks supportive information but actively avoids contradictory information. Perceptual defenses are usually erected in the individual’s subconscious mind and hence unwanted information is ignored. The dilemma is future worsened by the deluge of competing adverts in the mass media. Therefore, it becomes difficult for a single advertisement to attract the needed attention, be understood well, accepted and retained in the memory of the target market. A marketing strategy must make the most of the mass media in order to survive in the market place. A good way to do this is by isolation of market segments. A careful analysis of buyer behavior and motivation must be undertaken. Research into customer lifestyle must be broad and should provide measures for activity, interest and opinions from the target market segment. Questions like, what kind of people are we trying to reach? Are they active, highly social and outgoing? Or are they more interested in their families and home? , must be answered. Statistical information such as age, income, social status, education levels are also very useful in this case. Very important consideration is defining of decision making unit. For example, in a family setting, the husband may be the actual buyer of the family car but the wife also plays a key role in influencing the purchase in terms of color and the like. These advertising guidelines have to be observed if a marketer is to be well understood and capture the attention of his market segment. Stephen is an Business Organizing Expert . He researches and studies on big and small business strategies . Visit his informative website at:- Business Management Solutions for efficient business operations.
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mass media, advertisement role, market segment, target market, single advertisement, customer response, marketing strategy, business promotion, market,
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