Selectivity in Advertising

What is Selectivity when dealing with Advertising? According to Academic of Brooklyn it is:

"Selectivity = You want your ad to reach people in your target market. Suppose a product is used by women between the ages of 18 and 49. You want to know the cost of reaching one thousand 18 to 49-year old women. The CPM of females 18 to 49 is more useful to you than a CPM that includes men, children and the elderly. Some media are very selective and give you the ability to zero in on your target. Direct mail and magazines are probably the most selective media. Outdoor ads (usually placed on highways so motorists driving by can see them) are probably the least selective. Outdoor ads are also quite limited in terms of creativity. The message on a billboard has to be very simple since motorists driving by at 55 mph can read only a few words."

So basically it is the group of people that you are targeting for you Advertising Media. a few examples of this are:

As you can tell each of the Magazines are related to a certain niche and this is where they promote their articles and advertising. Would a Gun Maker put his advertising in a Young Female Teen Media? it could but then it would probably not do so well, just like if a Female Beauty Supply manufacture advertised in Car and Drive. This is why you have Selectivity in Advertising. That way you get the biggest bang for your buck and hit the Target Audience that you are aiming for.

So in my opinion if I was going to put millions into a Advertising Campaign the I would do my Homework and make sure there was some Selectivity research going on in the Advertising Plan. Like stated in: How To Save Money On Advertising This is a very good article in where a Doctor is starting his practice and has some pitfalls when it comes to Advertising, so he goes over some of the lesson learned.