Market refers to the extent to which you can focus or target your message. As an example, consider newspaper advertising. The reach is broad because many people buy and read the newspaper. Depending on the newspaper, you may be able to reach customers anywhere in your city, region or country. The cost of newspaper advertising can be moderate, depending on the newspaper1s ad rates, the size and frequency of your ad and the size of the market.
Newspaper advertising falls into the mass-market category.
Your ad can reach anyone from a working-class reader looking through the newspaper in a barbershop to an executive who is reading during a flight out of town. Advertising A well-known retailer in Kansas City manages its advertising program internally and without an ad agency. Jocelyn Hartzog, advertising coordinator, says the retailer bases its advertising budgets on a percentage of sales, which Hartzog monitors every month. This percentage tends to be about 2 percent of the overall sales budget. The figures may sound like a lot, but Hartzog says she works to make the most of her advertising dollars and maintain the stores' visibility in the competitive Kansas City market.