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NEWS
`Advertisers Should Channel Funds to Special Population
Sectors'
by Yated Ne'eman Staff
"Special population sectors now comprise over 50 percent of the
country's population, and their share of the total continues to grow,"
says Nati Yaakobi, CEO of Ifat Advertising Monitoring, referring to
the religious, Arab and Russian-speaking sectors. "Because they are
isolated within their own media, the major advertisers understand that
special advertising budgets must be allocated."
He added: "The large family unit that characterizes the religious
population, along with the multiplicity of grocery stores and local
food markets, has turned it into a target for advertisers in the areas
of retail chains and food chains. The presence of health care funds in
this sector is large for the same reason and the large number of
sifrei kodesh sold lead to massive advertising investment in
the book industry. Both of these, health care funds and books, are
advertised more in the religious public than in the general public,"
Yaakobi explains.
"The grocery store industry is more developed in the religious sector
due to the large number of mini-markets, small silver and Judaica
chains and disposables, along with the clothing category, which is
heavily advertised among the religious due to the large number of
weddings and events." He says the smart advertiser must read the
specialized segments of the market and channel budget funds
correctly.
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