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Biotech / Medical : GUMM - Eliminate the Common Cold -- Ignore unavailable to you. Want to Upgrade?

To: Hank who wrote (2292)	2/23/2000 1:15:00 PM
From: Carl R.	Read Replies (1) \| Respond to of 5582

Actually Hank, the real question is "Are they cost effectively reaching a portion of the target group." You are correct that daytime TV will not reach the entire target group. No single media will reach any target group. Therefore what you do is select various different medias, each of which will reach a portion of the target group. In this case they have selected daytime TV as a method, and that will reach a portion of the target group. If I understood another post on this thread, they are also doing some magazine advertising, which will reach a different portion of the target. Sure it's true that not all mothers read magazines (or even that all mothers read english). By selecting a variety of different medias, each of which is cost effective, an advertiser puts together an ad campaign that is cost effective. I see no reason to believe that the approach they are taking won't be cost effective. Obviously it won't reach every mother, but no ad campaign would. In my opinion it will be cost effective, and the group that it does reach it will reach with sufficient frequency to be effective. One of the biggest mistakes that beginning advertisers make is trying to reach everyone. Trying to do that costs too much, and sacrifices frequency. It is almost always better to reach a small group with frequency than a large group once. Carl