COMM 287 Lecture 12: Comm 287 Lecture 12
Document Summary
The 5th stage of advertising: advertising, business, globalization. Try to treat the whole world like one market. Expansion and consistent message for their brand: branding, media, global media. Single media companies now own outlets all over the world. Fewer companies own more of the outlets: many channels. The audience is fragmenting; much small than it used to be in the. People are paying more attention to media, but in a more fragmented way. Smaller audiences for the channels, but strong audience: clutter. The amount of time devoted to advertising increases. More and more advertising messages trying to get to people: audience, advertisers always thinks about their audience, resistance. People get fed up with the amount of advertising they are exposed to: cynical. They think they are being manipulated so they are cynical about the messages they see: ad savvy. Exposed to advertising all their lives and are more sophisticated about it.
