Media Choice

Paper Summary:

This paper explains that, occasionally, marketing planners seem to advertise in obscure markets where the media venues seem to have nothing to do with what the company is selling. The author reviews three examples of misplaced advertising: a gaming magazine advertisement, a MTV television commercial and an Internet Facebook advertisement. In each case, the paper evaluates if the target market for the product advertisement fits with the target market of the media.

From the Paper:

"The target market of this advertisement is most likely adults who are either unsatisfied with their jobs, have recently lost their jobs, or who have never been employed. The MTV audience, however, is traditionally made up of young people who are not yet ready to consider a professional career. Though an advertisement for a four year college seeking high school students or students who had recently graduated might be appropriate for this audience, a commercial targeting adults who want to move on with their careers is not."

Sample of Sources Used:

• Honda Fit, Honda. The Fit Is Go! Advertisement. Game Informer. June 2008: 81
• Unknown. (2008). Ad Board. Facebook. Retrieved May 30, 2008, from http://www.facebook.com/ads/adboard/.
• Cortiva Institute. Advertisement. MTV. May 30, 2008.

More papers on Media Choice:

• Analytical Essay # 67249 : "Alternative Media Effects on Protest Movements"
• Comparison Essay # 64126 : "Choice and Motivation"
• Research Paper # 3361 : "Mass Media's Effect on Youth"

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