E-Marketing Professionals

There are some variables or factors that need to be considered when creating an advertising. These factors are waste, reach, frequency, message permanence, persuasive impact and clutter.

Waste is the portion of an audience that is not in a firm's target market. Because media appeal to mass audiences, waste is a significant factor in advertising. For example, a firm plans to place an advertising of a new digital camera in a special-interest magazine for amateur photographers. Through research, this firm knows that 450,000 readers will have an interest in a new camera; 50.000 will have no interest. The latter represents the wasted audience for an ad on that film

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