Breaking Up America: Advertisers and the New Media World by Joseph Turow

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By Joseph Turow

Combining sensible research of up to date practices with a historic viewpoint, Breaking Up America strains the momentous shift that started within the mid-1970s whilst advertisers rejected mass advertising in desire of extra competitive objective advertising and marketing. Turow exhibits how advertisers take advantage of variations among shoppers in keeping with source of revenue, age, gender, race, marital prestige, ethnicity, and lifesyles.

"An very important e-book for a person in need of perception into the advertisements and media worlds of this present day. In simple English, Joe Turow explains not just why our tv set is on, yet what we're staring at. The scary half is that we're being watched as we do it."—Larry King

"Provocative, sweeping and good made . . . Turow attracts an effective portrait of a advertising complicated decided to switch the 'society-making media' that had ruled for many of this century with 'segment-making media' that may 0 in at the demographic and psychodemographic corners of our 260-million-person shopper marketplace."—Randall Rothenberg, Atlantic Monthly

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The different GM cars (Chevrolet, Pontiac, Buick, Cadillac) would be priced differently and therefore be advertised to buyers with different incomes. Especially after World War 11, they based their work on the dictum that appeal to everyone would likely turn out to be an appeal to nobody in particular. “Better, [the thinking went] . . ”35 This sort of logic led manufacturers increasingly to support magazines and radio stations that reached the consumer segments that they coveted. Advertisers and their agencies also began to support research companies that allowed them to learn about the buying and leisure habits of listeners to particular stations and subscribers to particular periodicals.

S. homes. As the cost of television time began to skyrocket, marketers began to think that they could reach more people by scattering their commercials across a number of time periods than by putting it all of them into the expensive production INMAssIMARKBTLNG~s Snmow 25 and sponsorship of one weekly program. Networks made the new deals especially attractive by offering refimds if audience ratings were not met. As competition between the networks over the sale of participating ad time heated up during the 1960s, advertisers’ desires to learn more about the audiences for different shows grew.

It was, rather, the emergence of target marketing as a hot, hip, even central, strategy after decades of being considered a relatively marginal part of the national ad industry’s thinking. Still, the comments of Maneloveg and Spittler do reflect accurately a sense of the importance of mass marketing compared to target marketing in the twentieth century. In fact, throughout almost all of the twentieth century, the advertising industry stressed its mass-marketing role so much that its market-segmentation activities and the forces guiding them went unnoticed by social analysts.

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