Narrowcasting
Narrowcasting is an important technique in broadcasting and advertising. The concept uses illustrative case studies from across different industries to explain how narrowcasting can be used to target niche audiences to increase sales and build brand loyalty.
Technique Overview
Narrowcasting Definition
Narrowcasting involves targeting media messages at specific segments of the public defined by values, preferences or demographic attributes. Narrowcasting is based on the idea that mass audiences do not exist and such an approach is focused on a specific (narrow) topic, whereas broadcasting has a wider coverage of broad topics (Gonçalves, 2011, p. 10).
Narrowcasting Description *
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Business Evidence
Strengths, weaknesses and examples of Narrowcasting *
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Business Application
Implementation, success factors and measures of Narrowcasting *
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Professional Tools
Narrowcasting videos and downloads *
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Further Reading
Narrowcasting web and print resources *
Narrowcasting references (4 of up to 20) *
- Andrews, M. and Whittaker, J. A. (2006) How to Break Web Software, Pearson Education, Boston, MA.
- Dowling, M., Lechner, C. and Thielmann, B. (1998) Convergence–innovation and Change of Market Structures Between Television and Online Services, Electronic Markets, Vol. 8 (4), pp. 31-35.
- Gonçalves, J. (2011) Groupster: Narrowcasting on Social Networking Sites, Universidade da Madeira, Funchal, Portugal.
- Hindle, T. (2008) The Economist Guide to Management Ideas and Gurus, The Economist, Profile Books.
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