COM 259 Chapter Notes - Chapter 10: Human Rights Campaign, Baby Boomers, Aarp
12 Apr 2016
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Document Summary
Campaigns aimed at minoriies are a relaively new phenomenon. Engaging diverse audiences is based on ongoing interacions with the target audiences. Goal is understanding their interests, aitudes, and behaviors. Diversity = most signiicant aspect of mass audience (general public) in the united states. Diferences in geography, history, culture and economy. Kmart and black history month share the world . Growth of global companies and expanding foreign markeing and ownership poses new. Ex: mcdonalds in india doesn"t serve beef because hindu religion prevents eaing cows. Poliical leaders now reach the public in 10-second sound bites . Pre-packaged publics -> audience segments that are easily ideniiable and reachable. Ex: advocacy, educaional, and charitable organizaions whose members are already bound by common interests. Audiences someimes focus too heavily on one issues and lose the social and poliical balance of a democracy. Celebriies are chosen as spokespersons and fundraisers (even though their experise as performers may not qualify them as experts or opinion leaders)
