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Media Selection: Where Should You Advertise?

In: Marketing Revealed

Author

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  • Willem Burgers

    (China Europe International Business School)

Abstract

People now live in media land. They don’t sit on the front porch talking to the neighbors; they sit inside and talk to their TV, nod at their newspaper, rant at their computer. Products and communication are distributed nationwide, even globally. But that does not mean they are everywhere. It just means that geography has lost meaning as a variable. Geographically speaking, your customers can live anywhere. In terms of media, they do not live anywhere. They live in traditional newspapers, or network television, or cable, and so on. Western civilizations have fallen apart into different tribes. But these modern tribes do not live on this or that side of the Rhine; they live on this or that side of various media divides. Media selection means deciding where you will live. It’s a big question. This chapter offers some practical tools to answer that big question.

Suggested Citation

  • Willem Burgers, 2008. "Media Selection: Where Should You Advertise?," Palgrave Macmillan Books, in: Marketing Revealed, chapter 11, pages 101-106, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23087-3_11
    DOI: 10.1057/9780230230873_11
    as

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