Target market coverage

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.