ADV 315 Lecture Notes - Lecture 4: Victorian Era, Market Segmentation, New Culture Movement
Document Summary
20 year period, why: important developments in just 2 decades. Printing press most important development in advertising history: info can be saved, recorded, distribution, mass production, 4, 5. New culture of consumption: after civil war pictures. New inventions: light bulb, color printing, moving. Larger market = more competition: changes in markets, consumers. Former luxuries became necessities (ready- made clothing, packaged soap, etc. : cheaper to buy rather than make on their. Increased need for ready-to products: ready to eat, ready for use . No more time to prepare products for use, wanted readymade products to save time and labor after a long work day. The victorian era, reigned from 1837-1901: long period of peace, prosperity, rise of middle class, wealthier class (becoming wealthier) Market segmentation and targeted promotions, strategy: material possessions as emblems of social status, wealth, ideal consumers: females, identify basis for segmentation. Determine important characteristics of each market segmentation: then target the segmented markets.
