Alternative to broadcasting wherein advertising messages are presented to relatively limited audiences by means of direct mail, local cable television, specialty publications, or other specifically targeted media. Although narrowcasting reaches a smaller audience than traditional mass media, the audience reached is more likely to be predisposed toward purchase of the advertised product or service. Consequently, narrowcasting can be very efficient, particularly when advertising budgets are limited.

Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.