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Essay / Research Paper Abstract
5 pages in length. Targeting specific markets is a critical component to establishing a secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within the mass media. Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state of change. Because of this perpetual fluctuation, mass media focus must remain ever pliable. The writer discusses that such is the case with two mainstream lifestyle magazine publications: Ebony and Cosmopolitan. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: LM1_TLCtargt.doc
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Unformatted sample text from the term paper:
the mass media. Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state
of change. Because of this perpetual fluctuation, mass media focus must remain ever pliable. Such is the case with two mainstream lifestyle magazine publications: Ebony and Cosmopolitan.
While both magazines market their product to a primarily female audience, it can readily be argued that Ebonys target is decidedly more ethnic in nature. Cosmopolitan, on the other
hand, caters more toward women of varied backgrounds in order to cultivate as much of a divergent target market as possible. Utilizing these
specific target audiences as a commodity allows both Ebony and Cosmopolitan Magazines to tailor their content to suit its readership. Inasmuch as Ebonys audience is primarily black and female,
the choices of advertising content, articles and even staff have much to do with how the magazines target reader is first cultivated and then retained. Indeed, by offering race-
and gender-specific content, Ebony turns its readership into a vast commodity. When Cosmopolitan presents its readership as a commodity to its advertisers, the most significant factors are those of
demographic statistics. Establishing this stereotypical reader is as critical to the magazines overall appeal as it is to its advertisers, without whom the publication would not exist. Therefore,
it can readily be argued that the basic values of liberal capitalism are well presented and reinforced by the content of these publications, inasmuch as the connection to content, audience
and advertiser is unmistakably apparent. "Who are our customers and why are they different from our non-customers?" (Bissell 16). There is no
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