Mirroring Society Needs

Advertisements carefully mirror what society needs because it plays on human desires to sell their products. By mirroring what the product’s target market really wants in advertisements, the advertised product will be seen to come across certain desires and needs. Advertisers today have selected various research techniques to break down the population into various niche market groups to sell to. Advertisers have adapted to the way consumers want to view and purchase their product. There seems to be three instances where the advertisers have mirrored society to make their products more relatable. The first is that the consumer tell the advertisers what they like, and gives them an online way to access their advertisements. The second is the …show more content…
Their purchasing power is very high the same as there their population size of “roughly 80 million” (Mumford, 2006). The sheer numbers and need for products matters to every advertising industry. Research needs to be conducted to understand the millennial mindset “importantly, the Millennials can be highly influential in the entertainment industry, creating buzz, defining popular culture and determining what moves from fad to trend” (Mumford.2006). A study found that the internet reaches more than 70% of all United States millennial consumers for an average weekly usage rate of more than 300 minutes (Rashtchy, Kessler, Bieber, Shindler, & Tzeng, 2007). As advertisers better communicate to this generation, ads have to reach them on whatever form they are consuming, whether it be surfing the internet, downloading music and movies, time-shifting their content , online gaming, , messaging through social media or on phones blogging, ,and even producing their own content. The last is very important to how millennial have changed the world of advertising. They can create their own content for advertisers. Contests can be used to engage a products customer. Using social media Procter and Gamble's Gillette sponsored the Gillette Phenom contest, in which submissions were to be a short video showcasing their skill in any ball sport for the chance to win $30,000. Videos were uploaded …show more content…
A study done by Frank N. Magid Associates have been invaluable in helping the Sony Pictures Television company better understand millennials by its research conducted. The finding brought about an important physical aspects of brands. Advertisers needed to market their products in a “hot new way” (Vollmer & Precourt, 2008) to relate to the Millennials. Every brand could benefit from millennial makeover to make their product seem more relevant. Such suggestions, were smart phone apps, integrated sites where users utilize social networking and user-generated content. These users valued “Trust as an important commodity to, keep your marketing real. Millennials see through the hype and smoke and mirrors” (2008). Since this generations seems to be experts at multitasking, the study wanted brands to use more stylized graphics and lower thirds boxes with running information to provide additional information. The main takeaway to target this generation was to make the make a brands site as web convenient as possible. Web sites and mobile apps are the way of the future. They need to appeal to this generation, or they will be lost in the clutter of their daily lives. With a new generation, comes new solutions for advertisers to reach them, but it need to be based on how they want to consume it. Millennials prefer not to have the corporate-sponsored advertisements transmitted to them via