RTV-3101 Lecture Notes - Lecture 27: Acxiom, Formal Methods, Narrowcasting
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Audience doesn"t have to explicitly be college students types of data that can be quantified. Demographic data = hard numbers about their age, income, edu etc. Psychographic data = beliefs, attitudes, values, etc. Early adopters or trendsetter then ppl in peer group start to copy. Acxiom - company that does marketing info and stats. Demographic has become an absolute for individuals. You shouldn"t have a particular group in mind until you"ve done the research take an issue that one group cares about, target through social media and talk to them about it. Power to present same issue in diff ways to diff groups. Danger of that is that everyone"s gonna hear what they wanna hear. Ppl are gonna fall into their tribes. You can build cultural bridges across different groups and frame issues so that it"s relatable to them and work from there to develop common sense. Call up marketing director of places and ask how they developed campaign.
