Some of the national magazines publish various regional editions, allowing selective targeting of advertisements to geograhical regions. Advertising breaks are broadcast during or between regular programs, sometimes determined by the broadcaster and other times decided by the advertiser. As individuals and companies have become more aware of the value of advertising, more ingenious methods are being implemented day by day. Skillful media use ensures effective advertising, and agencies engaged in this persuit organise complex strategic campaigns based on consumer behaviour market research and other demographic considerations and analyses. Tactics used in successful campaigns are carefully timed to capture the required audience, and creativity to produce the necessary impact.
Advertising allows goods to be mass marketed, which ultimately brings prices down.
As major advertising campaigns can be very costly, very often this gives unfair opportunity to the larger organisations who can best afford such campaigns. This in turn leads to monopolistic situations, sometimes forcing the smaller trader to be unable to compete effectively. In some instances, the powerful advertisers are also in a position to influence the media, maybe even distorting the usual content of their regular programmes. Considerations will then be made as to how many people are to be reached, how often the message is to be sent, which medium is the most appropriate and effective for the commodity or service offered. The power of advertising can determine the success or failure of any venture, as unless a consumer is made aware of what's available, the competitors will acquire the market.