Target Market Coverage

The media planner determines which target markets should receive the most media emphasis. (In the media plan for Bumble Bee Tuna in Appendix B, this was determined to be women 25-54 and geographic markets.) Developing media strategies involves matching the most appropriate media to this market by asking, "Through which media and media vehicles can I best get my message to prospective buyers?" The issue here is to get coverage of the market, as shown in Figure 10-14. The optimal goal is full market coverage, shown in the second pie chart. But this is a very optimistic scenario. More realistically, conditions shown in the third and fourth charts are most likely to occur. In the third chart, the coverage of the media does not allow for coverage of the entire market, leaving some potential customers without exposure to the message. In the fourth chart, the marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted. (This term is used for coverage that reaches people who are not potential buyers and/or users. Consumers may not be part of the intended target market but may still be considered as potential—for example, those who buy the product as a gift for someone else.)

Full Market Partial Market Coverage Figure 10-14 Marketing

Coverage Coverage Exceeding coverage possibilities

Target Market

% Population excluding target market J Target market (18- to 35-year-old males and females) j Media coverage

S Media overexposure

Continue reading here: Reach versus Frequency

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Readers' Questions

  • fesahaye
    What is meant by full or partial market coverage?
    1 year ago
  • Full market coverage refers to a marketing strategy in which a company tries to reach all potential consumers in a given market. Partial market coverage refers to a marketing strategy in which a company targets only a specific segment of the market, usually based on demographic or geographic criteria.
    • casey
      Can the target market coverage be both partial and exceeding?
      1 year ago
    • Yes, the target market coverage can be both partial and exceeding. Partial coverage means that a company's marketing efforts are not reaching or connecting with all of its desired target market. Exceeding coverage, on the other hand, means that a company's marketing efforts are reaching and connecting with more than its desired target market.
      • selamawit
        What is the target market covrage?
        1 year ago
      • The target market coverage refers to the people or groups that a business's marketing efforts are designed to reach. This can include certain demographics, geographies, interests, or other criteria. It is important for a business to determine their target market in order to effectively plan, manage, and measure their marketing efforts.
        • Hanno
          How target market coverage is done?
          1 year ago
        • Target market coverage is the process of using marketing and communications strategies to reach your desired target audience. This process involves identifying and understanding the characteristics of your target market, such as their demographics, interests, and behaviors. From there, you can develop a plan for reaching them, such as creating content tailored to their needs, distributing it through the appropriate channels, and measuring its effectiveness. Additionally, you may use market research and surveys to get additional insights into your target market to inform your strategies. Ultimately, effective target market coverage is essential for any successful marketing campaign.