Advertising Unit 5 "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." Attributed to John Wanamaker or William Lever.

What is Advertising? non-personal form of promotion method of mass promotion in that a single message can reach a large number of people Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio. For something to be considered advertising it needs to be: paid for, delivered to a mass audience, and attempt to persuade.

Types of Advertising Television Radio Movies Magazines Newspapers video games Internet (Web based, ) Covert Advertising (embedded in entertainment) Outdoor (Billboard, Grocery Carts, Walkways, Sides of Buses) What other types of advertising have you seen? Tell us what advertisements have made an impression on you.

Targeting your Audience Market Segmentation: a group who has one or more characteristics (i.e. based on sex, education, income, race, how many children, lifestyle) that cause them to have similar needs. Target Market: group of customers who have been identified as wanting or needing the products or services from a company. Friedman, M., Abelle, P., De Vos, K. Boorstin’s (2003) consumption community concept: A tale of two countries. Journal of Consumer Policy. Retrieved from content/ t5l /?p=228c7df b8ff01c176b5d5fc&pi=1http:// content/ Will everyone in the target market or market segmentation be interested in the same product? Why or Why not?

Audience Characteristics A byproduct of market segmentation is the creation of consumption communities. Consumption Community theory believes that “people look not only to neighborhood as a basis for feelings of community but also to communality of consumption behavior” (Friedman, Abelle, De Vos, 1993). –Individuals relate to the consumption community of which they are a part - even though they don’t know they do so. –Products take on meaning for individuals in different groups, and help to form the identity of individuals within the group. Can anyone think of examples of a consumption community and perhaps advertising directed toward that community?

Knowing your Audience Advertisers spend a lot of money to know their audience Advertisers are becoming more sophisticated in how they gather information about their target markets Surveys POS information Purchasing Habits Blogs Internet Search Tools (search marketing, cookies) How else do advertisers get to know their audience? What is the advantage for advertisers to go to great lengths to know their target audience’s needs and wants and then try to fill them?

Seminar Questions How do advertisers construct campaigns that will appeal to and target different demographic groups? How would an advertiser use different media to appeal to consumers based on age, gender, race, ethnicity, income, etc? How might an advertiser appeal to you?

What is Public Relations? Publicity, research, public affairs, media relations, promotions, merchandising, fund-raising, and government affairs. Public relations should be built on public trust Public relations involves communication and management : Public relations tells an organization’s story to the public and helps to shape the organization and the way it performs Trust is essential if the organization is going to perform its role for its clients and publics.

What is the difference? What is the difference between advertising and public relations? What role does Mass Communication play in advertising and public relations?

Final Thought We are a consumer culture. Advertising did not invent the consumer culture. Advertising regulates the consumer culture.

Final Thought We are a consumer culture. Advertising did not invent the consumer culture. Advertising regulates the consumer culture.