COM 259 Chapter 10: Reaching Diverse Audiences
17 Nov 2016
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Chapter 10 book notes - reaching diverse audiences ! Hispanic market is fastest growing segment of emerging multicultural market : 16% of population is hispanic ! African americans are 2nd largest minority @ 12%! Diversity is the most signi cant aspect of the mass audience or general public in the usa! Some audience segments are easily identi able and reachable as prepackaged audiences : prepackaged audience = well organized groups whose members have a common interest , examples: advocacy, civic, educational, etc. organizations ! Mcdonald"s is leader in merging corporate and local cultural values ! Society places heavy emphasis on personality and celebrities : when stars embrace causes, people often take note of those causes , celebs will tweet about products for a price ! Audiences as precisely targeted and sometimes messages are customized at the individual level ! Controlled media the use of communication channels that directly reach and audience !
