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products. There are three basic
components to the advertising strategies used to get you to part with your money. They are:
The Audience
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CHAPTER 12: MOTIVATION
In marketing the audience is called the “target market.” These people are the actual or potential
buyers of the product. They can be either the decision makers or people who influence the person
who makes the actual buying decision. For example, parents purchase goods for their children, but
children often have a significant influence on the products their parents buy. Sometimes
advertising is aimed at trying to change or enlarge the market, such as the makers of a certain
automobile finding that most of their buyers are older. Because of that finding, the manufacturers
may change their advertising strategy to target a younger population. The “baby boom” generation
is currently between the ages of about 40 to 50 years old, and provides a very lucrative market
because of its large numbers and relative affluence.
The Message
There are two components of any motivational message. There is the verbal (or written) message
and the nonverbal message. The nonverbal message is subtler, no
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