Achieving Reach in a Multi-Media Environment: How a Marketer’s First Step Provides the Direction for the Second
Jenni Romaniuk and Virginia Beal
Ehrenberg-Bass Institute, University of South Australia
Mark Uncles
Australian School of Business, University of New South Wales
Management slant
- To reach an audience that is broadly representative of category users, emphasis should be given to media such as television, gift-packs, in-store displays, and outdoor advertising.
- To reach heavy category users, consideration should be given to media such as public relations, online advertising, and sampling.
- When the goal is...