Master the Media by Julie Smith

Author:Julie Smith
Language: eng
Format: epub
ISBN: 978-0-9861554-5-1
Publisher: Dave Burgess Consulting, Inc.
Published: 2016-09-16T16:00:00+00:00

A Targeted Approach

The first advertising agencies in the United States were nothing more than brokers who bought newspaper ad space in bulk at a discounted rate and then sold the space to businesses. It wasn’t until brands became popular and marketers began to study demographics that agencies got involved in the creation of the ads. Demographics are the basic facts about consumers: gender, race, marital status, income, education level, zip code, religion, sexual orientation, etc. Demographics change throughout a person’s life, and companies know this and have learned to adjust their advertising placement accordingly.

What’s even more important to advertisers than demographics is a person’s psychographics — his or her fears and desires. Psychographics help advertisers understand what make people tick. Once advertisers know their target market’s demographics, they can surmise its psychographics and create ads that engage and influence a specific buyer.

Once advertisers determine the target market for an ad, psychographics come into play. Marketers ask questions such as: • What’s the best way to sell this product to this group?

What is this group afraid of?

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