My Theory of How Advertising Works

It is targeted communication.
It is mass communication.

 

Is advertising intended to reach mass audiences? Usually not. Today's advertisers attempt to target their advertisements in an effort to make them more pertinent to you, an individual with your own personal likes and dislikes, needs and desires.

Although we, as consumers, often feel as though advertising is directed to the masses, targeting is becoming more often the norm. Targeting helps the consumer by providing information in which we are more likely to be interested, and helps the advertiser by reaching desirable audiences more affordably. Mass advertising and/or communication is becoming less and less a reality due to the rising costs of media placement and the fragmentation of media vehicles.

It is actually more difficult (practically futile) to reach the masses in today's society. Even television networks such as ABC, NBC, FOX and CBS offer programming aimed at varied audiences. This helps with targeting advertising, but hinders efforts to communicate to mass audiences.

Advertisers typically look to place ads in media vehicles that are consumed by their predetermined target market. For example, if a business is a supplier of biking helmets, a wise ad placement decision would be in Mountain Biking magazine. Although a smaller audience is reached, the readers are more likely to be interested in purchasing a biking helmet than the general population, or readers of Martha Stewart Living magazine, for example.

Advertising can reach mass audiences, targeted groups, or even specific individuals (in the case of direct mail or telemarketing). In all cases, advertising is a conduit.

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