Glossary Building 4

After learning about Direct-to-consumer ads, I came across a few terms I decided would be useful to add to my vocabulary list. Marketing and advertising are huge industries in the United States. Our nation brings in enormous amounts of money from advertising alone. I think it is super important to be educated in certain areas to protect consumer health. A lot of times we can be drawn in by marketing schemes to believe we need specific products and items. I know for a fact, I have purchased items because an ad lead me to think I needed it. Some of the terminologies people should be familiar with are: market segmentation, mass media, and consumer advertising.

It was difficult for me to research and learn about DTC ads because I do not have a business centered mind. A lot of the words in the articles I read were challenging to understand and grasp. Which is one of the main reasons I decided to add them to my glossary. The first one, market segmentation, is a process of creating subdivisions within large similar populations. These subpopulations have similar needs, wants and demands. This practice is designed to identify the expectations of customers. Mass media, another important term to be familiar with, is any type of communication that reaches enormous amounts of people in the hopes of returning some profit. This can be seen or heard on television, in the paper, and even on the radio. Today there are numerous places media can reach mass populations. We have so many different social media platforms as well as millions of websites where advertisements can be seen. There is a very small population that never will see an advertisement. Lastly, the term consumer advertising is another imperative expression to understand. The definition of this explains that it is a marketing strategy directly aimed towards specific populations. Products and services are provided and advertised to the public that is most likely to use them. For example, diaper companies aim their ads towards new mothers who believe they need to purchase that diaper. With the knowledge of these definitions, consumers can better protect themselves from falling into the trap of believing advertisements.



Market segmentation: The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics.

Mass media: any of the means of communication, as television or newspapers, that reach very large numbers of people.

Consumer advertising: The activity of making products or services known to the public and persuading people to buy them.

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