SPCOM228 Lecture Notes - Narrowcasting, Starbucks, Psychographic
2 Mar 2013
School
Department
Course
Professor
Document Summary
Advertising: is a type of communication that attempts to persuade individuals to take some form of action (buy, believe, consume) toward a product, idea, or service. The industrial revolution gave birth to consumerism, a system that creates and encourages the purchase of goods and services in increasing amounts advertising evolved into a cultural force. Demographic studies: studies that examine basic human characteristics such as age, gender, race, and income. Psychographic studies: studies that look at individuals" lifestyles, values, attitudes, and personalities. Advertisers use both studies to better focus their advertising dollars and resources. Sight, sound, and motion influence all 21st-century mass media: hdtv, video-capable cell phones, satellite, enhanced colour printing etc are used to capture audiences" attention, example: starbucks gets consumers to spend triple the amount of money for coffee. Selling a shared idea, emotional, and cultural experience. They are not just selling coffee, they are selling luxury, and the idea of status.
