oor billboards, transit systems, and miscellaneous media. Perhaps the most basic medium is the newspaper, which offers advertisers large circulations, as well as local readership. Magazines, the other chief print medium, may be aimed at the general public or may be aimed at specific audiences (such as people interested in sports or computers or literature). The most pervasive media are television and radio, where advertisers are able to buy short spots of time, usually a minute or less in duration. The other advertising media include direct mail, which can make a highly detailed and personalized appeal; outdoor billboards and posters; transit advertising, which can reach millions of users of masstransit systems; and miscellaneous media, including dealer displays, promotional items such as matchbooks or calendars, coupons, trade shows, exhibits, even movies (Bovee and Arens, 1982).
The goal of advertising is not only to sell products to target audiences, but also to produce an awareness and to create, reinforce, or change an image (Bolen, 1981). This goal is accomplished by classifying advertising according to audiences, types of advertising, media, (See above paragraph for discussion on various types of media), and functions (Dirksen, 1983). Audiences are either consumers, those who use the product, or businesses, in terms of distributors or dealers. Consumer advertising and business advertising are further segmented in terms of audiences. Audiences determine whether advertising is local, regional, national, or international. Methods to reach target audiences include personal marketing, mass marketing, and class marketing. Personal marketing is face-to-face communication between seller and buyer, whereby a limited audience can be reached. Mass marketing is comprised of a large, heterogeneous group, whereby the intent is to reach as many people as possible. Class marketing is segmented demographically and directed at specif...