CMN 140 Lecture Notes - Lecture 3: Ddb Worldwide, Geodemographic Segmentation, Complex Analysis
Document Summary
Members of the audience actually communicate interpersonally. The term mass was used to refer to a certain type of audience - one that was. Lecture 3 - audience: industry perspective (chapter 4) The mass media segment the general population into marketing niches, then construct niche audiences by creating special content to attract ppl in each niche so those audiences can be rented to advertisers. Shift from mass to niche perspective on audience. What is a mass audience? composed of all individuals who shared the same needs - more so than an audience that was large. By the 1950s, it became apparent to many scholars that the assumption of the audience as a mass was incorrect. Rather than one mass audience, there are many audiences, some with structures and leaderships and others without these characteristics. Media programmers construct special kinds of messages to appeal to different kinds of ppl. Each person is a member of many different niche audiences.
