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What is meant by waste coverage.
QUESTION
Describe what is meant by waste coverage. Assess whether this might or might not be a good media buy
| Subject | Business | Pages | 2 | Style | APA |
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Answer
Waste Coverage
Media channels remain to be an essential tool in the marketing process. However, there are a myriad of dynamics involved in the use of media channels for marketing. This paper sheds a light on the term waste coverage. It begins by describing the term before offering various validations for why waste coverage might be a good media buy.
The process of marketing begins by identifying the target audience. Some questions to ask include: Who is likely to buy this product? Which media channels are best to pass the message to these identified prospective buyers? In a rare ideal situation, the chosen media channel may have full market coverage reaching each target audience. However, in reality, the situation that usually arises involves an audience not considered as a target audience getting exposed to the advertisement or promotion. Waste coverage is the term used to describe the overexposure that a marketer gets when the media coverage surpasses the intended target audience (Belch, 2018). Since these people are not prospective buyers or users, the media coverage is considered as wasted.
Waste coverage might be a good media buy. A media planner is tasked with broadening the media coverage to include as much of the target audience as is possible while ensuring little or no waste coverage. This is an arduous activity for the media planner because no matter how much effort they put into the planning, they cannot possibly dictate when and where each and every member of the target audience will view the advertisement. A tradeoff is thus necessary. The media planner can choose to use media with less coverage than desired or to use a very effective media channel that exposes people not sought (Belch, 2018). Since it is impossible to determine when new buyers, not included in the target audience, may enter the market, choosing an effective media tool with a certain amount of waste coverage is better than less coverage. Moreover, waste coverage is justified if the cost of the waste coverage is exceeded by the value gained from their use (Belch, 2018). “A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is,” Scott Cook. As such, word of mouth is a pivotal pillar in marketing. Waste coverage includes word of mouth marketing as one of its advantages. A person (not necessarily a buyer) may advise or influence another person to use a certain brand or organization as a result of waste coverage. Thus, waste coverage might be a good media buy.
In summary, media channels remain an essential tool in the marketing process. Waste coverage is the term used to describe the overexposure that a marketer gets when the media coverage surpasses the intended target audience. Finally, not knowing when new buyers, not included in the target audience, may enter the market, the value gained from waste coverage exceeding its cost and word of mouth marketing are all plausible validations that make waste coverage a good media buy.
References
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Belch, G. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. [VitalSource Bookshelf]. Retrieved from https://bookshelf.vitalsource.com/#/books/978125 |