REACHING THROUGH MASS MEDIA
From AdWords to Themes - there are ways and means.
Slightly parodying Butler "the biggest trick of advertising is to convince us that it doesn't exist." And several times, he seems to do it. Especially today, with the multitude of media and applications available, a brand can embed its message at almost any time of our day.
The point is, however, that this positioning should be substantially and organic. What's the point of trying to reach an audience over 65 through Snapchat, for example? (we do not rule it out, but statistics). Therefore, this positioning must have a well-structured strategy in place. Not to choose media because they are simply impressive or affordable. In order not to select audiences that you can simply reach easier. In order to avoid wasting a budget on unnecessary moves.