Waste Coverage
Description of Waste Coverage
In promotions and advertising, waste coverage refers to situations through which the media have to exceed the target population. Such advertising is therefore done with the expectation of even reaching customers who are not even potential users and buyers of the advertised product. Advertising and media planners have the tendency of determining target markets through which organizations and companies have to focus on (Fortini‐Campbell, 2015). The basic idea of waste coverage is to ensure that companies and organizations have the highest number of customers.
Waste coverage or overexposure occurs when an advertisement agency requires a company or an organization to exceed the target audience or population. This normally what happens with business-to-business advertising. On many occasions, advertising agencies are supposed to weigh the advantages and disadvantages of business-to-business advertising (Fortini‐Campbell, 2015). Specifically, advertising agencies that advertise products from businesses believe that doing waste coverage advertising during any sports events is successful despite the huge amounts of money spent during the waste coverage.
Why Wastage Coverage Might Not Be Good Buy
Studies and research suggest that some of the waste coverages are unavoidable for advertising agencies. Advertising agencies are not in a position to dictate the population that view adds on social media platforms and other platforms where advertising is mostly done; hence this makes overexposure coverage inevitable for organizations and companies. For instance, Axe Body Spray company normally does advertise during the Super Bowl and also on Spike Tv channels. Despite the fact that Spike TV channels are male-dominated, still there exists a female population that does enjoy the tunes and shows on these TV channels (MBA Skool Team, 2016). The company normally does not intend to target the female population, but those who view their adds are considered to be targets market of the company. Hence, the company adds become wasted but in small percentages.
Potential customers of a company or an organization may not be in the group of the targeted population. Companies and organizations still do consider such a population as potential customers since they the capability of purchasing the same product (MBA Skool Team, 2016). However, most of their adds go to wastage since only a few percentages of the population are willing to purchase the products.
Advertising agencies do make the effort of minimizing waste adds as much as possible, since it adds or adverts that do not reach the target population are expensive to run. On the contrary, if the advertising agencies can have an effective and appropriate plan, have sound strategies and set objectives, they can have or create a commercial with a specific target audience and, at the same time, appeal to all people or potential customers (Omnichannel Marketing, 2016). Additionally, such an advert can be meant to market the product properly, and the brand is well known by the public at large.
Unfortunately, tradeoffs normally do occur in advertising. This, more specifically, when the advertising agencies focus more on the elimination of overexposure coverage. This normally happens because for the adverts to reach the target market, there has to be a waste coverage in small percentages. Provided that the business services and products are not overexposed, then waste coverage is considered to be acceptable (Omnichannel Marketing, 2016). This can be a result of the advertising agency applying the best and effective approaching delivering the available as well as the cost coverage that exceeds the value gained after doing the adverts or the adds.
References
Fortini‐Campbell, L. (2015). The consumer insight workbook: How consumer insights can inspire better marketing and advertising. Journal of Consumer Marketing, 9(4), 73-74. https://doi.org/10.1108/eb008240
MBA Skool Team. (2016, May 24). Advertising coverage definition, importance, advantages, example, types & overview | Marketing dictionary | MBA Skool-study.learn.share. MBA Skool-Study.Learn.Share. https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/16129-advertising-coverage.html
Omnichannel Marketing. (2016, June 23). Advertising waste: Everything you need to know. Signal. https://www.signal.co/resources/advertising-waste/