Media Effect
Categories: Marketing
See: Media Buy.
The purchase of the bulk volume of your product is your media buy. That is, you are buying media time.
A 30-second spot in the Super Bowl will cost you some $2 million, but you really don't need that kind of exposure. You'd much rather target your ads to tighter demographics more likely to buy the product. Like...teenagers and 20-and-30-somethings.
So...what shows do they watch? Reality TV. Sports. Tractor pulls. Whatever. That's who you'll target. The media buy will then be effected through an ad agency, who usually gets bulk scale discounts in return for doing the media buys for a whole lot o' clients selling product. They'll take a commish, like 10%, for the privilege.