With its universality, broadcast reaches the full range of geographic, demographic,
and psychographic market segments, which are not always easily separated.
Relatively high costs associated with relatively low response rates, however, result
from reaching (and paying for) nonqualified prospects. Measurability and
accountability, hallmarks of direct marketing, are difficult, if not impossible, with the
broadcast media. Still, the potential reach is there, if it can be harnessed.