Many advertisers fall into the trap of trying to “reach the right people” in their advertising. Media salespeople contribute to this nonsense by insisting that their audience (listeners, viewers, readers, etc.) matches up perfectly with your target customer. They often try to support their claims with some kind of qualitative research.
Truth is, the best way to target your potential customer is through your message, not the medium (TV, radio, newspaper) through which your message is delivered! That’s because mass media is just what it says. It’s delivered to the masses and, with few exceptions, does not reach one particular group of people exclusively.
For instance, it’s not enough to simply advertise on “female targeted” programs or stations if you’re trying to reach women. Your advertising message must speak to women in their language about what’s important to them. If you do that, your advertising will work better regardless of the medium. So remember to target with your message, not the medium.