While mass media for advertising-like messages is often the best way to satisfy many communication tasks, when it is not the best solution, it is unlikely to figure in the media strategy at all. Of course, this is not a hard-and-fast rule, but it is a good rule of thumb. The reason for this lies in the general reach objectives of advertising and promotion. As we have seen, most of the time promotions are aimed at a more highly targeted audience or a narrow reach. Given the broad-based reach of mass media, it is unlikely to be efficient in support of a more narrowly based target audience.