Two Ways to Narrowcast

1. PUBLIC CAPTIVE MARKET APPROACH - the advertiser can witness their market; listening, watching or hearing their commercials because of a strategic way of disseminating messages.
When advertisers buy spots in a medium like POP (point of Purchase) using audio or video system of malls or public places by maximizing their speakers, advertisers get more value on their commercials. It’s a Public Captive Market Approach, because the audience got no choice but to hear the commercials being played. If an audience hears a commercial and he doesn’t like it; are we convinced that he’ll cover his ears while roaming around the mall? The same thing happens in other narrowcast coverage like airplanes & airports, amusement parks, banks, boats & piers, boutiques, buildings & elevators, buses & terminals, business centers, clinics, couriers, department stores, gas stations, government places, hardware stores, hospitals, hotels, offices, places of events, private places, public places, restaurants, salons, schools, shops, show rooms, sports & gyms, sports shops, stores, supermarkets, trains & stations, wholesaler-retail places, etc.

2. PRIVATE CAPTIVE MARKET APPROACH – advertiser can’t witness their market; listening, watching or hearing their commercials because the source is in a broadcasting way of disseminating of messages.
When advertisers buy spots on TV or radio, they can’t witness their market listening, watching or hearing their ads because most of the receivers (listeners and viewers) are in their houses or in their motor vehicles. Still, it becomes a Private Captive Market Approach when an audience sees and hears the commercial privately played on air.

SPENDING MONEY ON POLITICAL ADS

It’s not because we are into advertising, we just have to agree on the amount of money spent on political campaigns. Yes, if you’re in advertising, a lot of money is coming in. Now who gains income, the poor or the rich? Most people in the world of advertising are in the rich level. When they gain money, either they spent it or save it in their banks. Saving is a good thing but sometimes money doesn’t circulate in the society. Most of them are being kept by the elites.

Going back to politics, if politicians care for the poor and spent a lot of money in advertising which would be equivalent to a thousand lives being saved through provision of shelter, clothes or work; then why spent a lot of money in commercials. A real advertiser spent money on advertising to gain more sales which is less risk whereas in political ads, politicians spent money on commercials and wishing they’ll win which is absolutely a high risk. This is the reason why voters are now thinking, if they vote someone who has spent a lot of money on advertising; then doubts would be corruption.