Scatter advertising refers to a method of advertising television networks use to sell commercial air time to advert agencies and advertisers. With this method, television networks sell time slots randomly to advertisers and ad agencies on a piece-by-piece basis. Small business owners looking to grow their brand’s reputation can utilize scattering as one of several types of ad buying arrangements at their disposal. They can either buy air time in advance or go the scattering route. Each method has its advantages and disadvantages. Hence, combining them will make a brand’s advertising strategy effective.
Advantages
- It gets random viewership for marketing messages
- It can acquire new customers outside its target market
- Scattering enables small businesses to place ads at lower costs in places where big brands also place ads.
Disadvantages
Brands may encounter the following disadvantages when they use the scattering method for their advertising needs:
- Scattering does not guarantee a brand will get exposure to its specific target market.
- It is an unpredictable method. Hence, brands can’t plan marketing campaigns easily.
