This document discusses narrowcast media, which involves targeting advertising messages to small geographical areas or select audience groups. It provides examples of narrowcast media like cable TV, direct mail, trade publications, seminars, and keyword web ads. The document then examines various narrowcast media in more detail, including direct marketing, yellow pages, magazines, and the internet. It outlines advantages and disadvantages of each medium, and how they can be strategically used for targeted marketing to specialized, involved consumers. The goals and benefits of narrowcasting are also stated, along with some limitations.

1. PRESENTING BY :
I.S.R.KRISHNA
RMBA/2015-08
SCHOOL OF AGRIBUSINESS MANAGEMENT

2. 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.

4. NARROWCAST MEDIA
 Direct marketing
 Telemarketing
 Direct mail
 Yellow pages(trade publications)
 Interactive media (The Internet)

5. ADVANTAGES OF DIRECT
 Personalized impact
 Elaborate databases for targeting
 Reaches inaccessible audience
 Measurable exposure/success

6. DISADVANTAGES OF DIRECT
 High CPMs
 Junk mail
 High audience refusal rates
 Environmental concerns
 Key is a high quality mailing list

7. STRATEGIC USE OF DIRECT
 Target marketing
 Relationship marketing
 High involvement consumers/products

8. YELLOW PAGES:
 General circulation magazines
 Specialized Magazines
 Target marketing
 Trade Magazines

9. ADVANTAGES OF MAGAZINES
 High color reproduction quality
 High credibility
 Permanence/User-paced
 Pass along factor
 High information potential

10. DISADVANTAGES :
 Hard to measure actual exposure
 Long lead times
 Expensive: High CPMs
 Decline in news magazines

11. STRATEGIC USE :
 Highly specialized target marketing
 Geographic targeting with zip editions
 High involvement consumers/products
 Rational and emotional appeals

12. THE INTERNET
 Rapid adoption/growth
 Importance as an advertising medium
 Massive shift in advertising dollars.

13. ADVANTAGES OF THE INTERNET
 Interactive medium/Active audience
 Affluent market
 Permanence/User-paced
 High information potential
 Immediate response

14. 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

15. 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

16. 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

17. LIMITATIONS:
 Restricted to small groups.
 Hard to measure actual exposure
 Long lead times