The media mix has to reach the target consumer. It the advertiser wants to reach men between 25 and 55 who are professional, the Economic Times will be obviously a more appropriate choice than Femina. But sometimes matching consumer profiles with media characteristics becomes a lot more difficult. For example : Media planners will find it difficult to decide which kind of households can be reached by the Hindi feature film TV slot v/s the 9 O‟clock serial slot. A thorough analysis of the target market will help in making this match and will reduce wastage of media expenditure.

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