narrowcast media

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