Marketing through traditional media such as radio and television requires purchasing airtime, which can be costly during peak hours. Determining audience reach and behavior affects costs, and fees are calculated through formulas such as cost per thousand (CPM) or cost-per-click (CPC) advertising. Web marketing includes new media such as podcasts and viral videos. National, primary, and secondary markets determine coverage for radio and television. Other web-style broadcasts, such as podcasts and viral videos, can also be used for marketing.
Getting a message across to the public is a challenge with a long tradition and a narrow margin of error. Conventional media approaches such as radio and television require the purchase of slots or scheduled periods of marketing activity. Airtime, or airtime, describes when content is actually on air, broadcasting to your audience; peak audience broadcasts can quickly reduce marketing budgets, and multiple media options create a wide variety of marketing approaches. In radio and television, media airtime purchases can include national, primary and secondary markets. Web marketing accommodates a whole range of traditional channels as well as new media such as podcasting and viral video.
In broadcasting, market penetration is called reach. Refers to how many people the message is exposed. It also covers questions about who they are and how they behave as customers. These determinations directly affect costs based on airtime and audience size.
Generally, marketing campaigns factor in a broadcast schedule and geographic area of coverage for advertising rates. Other aspects include message frequency, with peak times requiring higher rates than off-peak times. Fees are often calculated according to formulas such as cost per thousand (CPM); this can refer to the number of watchers or listeners and, on the Internet, the number of people viewing or actually clicking on a link. The latter case may also be known as cost-per-click (CPC) advertising. The advantage of CPC is that it is more efficient and saves the company an additional expense in non-executed traffic; that is, companies are charged only for target customers who voluntarily enter the marketing channel funnel with a mouse click on the link.
Marketing through television coverage means buying airtime during and between television programs. Primary coverage of these markets may include buying airtime on news channels during evening hours when many people have returned home from work and are watching television. For radio coverage, marketing can occur during audio broadcasts. Peak hours may include morning and evening commutes during rush hour. Both types of mass media coverage experience extensive competition from network companies, cable and satellite, as well as digital media and the Web.
National coverage for radio and television includes major broadcast or cable networks. Primary markets refer to local stations that serve a million or more people, usually in a large city. Secondary markets include smaller cities of half a million people or less.
Airtime can include not just traditional media, which may have branched out onto the Web, but other Web-style broadcasts. Podcasts, for example, can look like television or radio programs or headlines. These can range in production values from very good to very low budget. Businesses often rely on viral videos to expand their message, providing not just a marketing message but a piece of video designed for free sharing and distribution among enthusiastic volunteer audiences. This type of marketing can incorporate traditional production, but it has the potential to take a unique message to a new level where lightning can strike and the message is seen by millions of people for little or no cost.
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