Since the advent of broadcast as a means of conveying news and information, marketers have utilized the vast reach of television and radio to communicate messages. By speaking to such a wide audience, marketers hope that some of the key target market will see and hear the message, find resonance with it and be prompted to act. Unfortunately, the cost of communicating in this way is prohibitive, and the content of the messages themselves are often restricted by length of advertisement, or, in terms of public relations, by the time allocated to a news segment.