| Although the benefits of mass media are | | | | place. A good way to do this is by isolation of |
| significant, one must recognize the inhibitions and | | | | market segments. A careful analysis of buyer |
| challenges that arise. The public usually scan the | | | | behavior and motivation must be undertaken. |
| media for entertainment, current affairs and | | | | Research into customer lifestyle must be broad |
| education. Exposure to advertising is hence in | | | | and should provide measures for activity, interest |
| most cases involuntary. | | | | and opinions from the target market segment. |
| The probability then is high that advertising will be | | | | Questions like, what kind of people are we trying |
| disregarded by the audience. Customers | | | | to reach? Are they active, highly social and |
| nowadays are used to finding ways of avoiding | | | | outgoing? Or are they more interested in their |
| exposure to unwanted messages. The consumer | | | | families and home? , must be answered. |
| seeks supportive information but actively avoids | | | | Statistical information such as age, income, social |
| contradictory information. Perceptual defenses are | | | | status, education levels are also very useful in this |
| usually erected in the individual’s subconscious | | | | case. Very important consideration is defining of |
| mind and hence unwanted information is ignored. | | | | decision making unit. For example, in a family |
| The dilemma is future worsened by the deluge of | | | | setting, the husband may be the actual buyer of |
| competing adverts in the mass media. Therefore, | | | | the family car but the wife also plays a key role |
| it becomes difficult for a single advertisement to | | | | in influencing the purchase in terms of color and |
| attract the needed attention, be understood well, | | | | the like. |
| accepted and retained in the memory of the | | | | These advertising guidelines have to be observed |
| target market. | | | | if a marketer is to be well understood and |
| A marketing strategy must make the most of | | | | capture the attention of his market segment. |
| the mass media in order to survive in the market | | | | |