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 NON-CAPTIVE MARKET APPROACH - the 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. It is still useless even if advertisers use an AUDIMETER (http://www.answers.com/topic/audimeter) to measure the audience tuned in to where their commercials are being aired. This is a PRIVATE NON-CAPTIVE MARKET APPROACH because listeners and viewers have the choice to switch to other stations using a remote control when a commercial break is being aired. Listening & viewing privately lessens the value of its commercial. First, it has less opportunity for the advertisers to witness their commercials being played and 2nd, the uncontrollable audience to switch to another station. People watch TV and listen to radio because of their favorite shows, movies and music but not because of their favorite commercials.

Realistically, you can’t stop the audience switching to other stations unless if there’s a big event like national sports such as boxing or basketball. The only time advertisers can witness the market and gain value on its commercials is when mall or public places owners air the TV or radio shows in their venues. Still, it’s the choice of the narrowcast coverage owners (also mall or public places owners) to air the TV or radio show in their places. Bottom-line, it is better to come-up having