Overview
In the reading about audience segmentation Joseph Turow maps how the advertising industry developed key identity and lifestyle segments during the second half of the 20th century. He discusses how the industry segmented audiences according to income, gender, age, and race/ethnicity, and what beliefs the industry held about different market groups within their segmentation (e.g. Gen Xers, Asian Americans, Working Women). A lot has changed since the time period Turow describes; for instance, while Gen X consumers were the youth then, today they are in middle age and although he writes a bit about "the homosexual market," LGBTQ rights were in a very different place.
For this assignment, I'd like you to assess how the beliefs the industry held during that time period have held up or changed in the contemporary social moment.
Please write 100 words in response to the following question:
In the reading, please find a quote about a demographic segment from the Turow reading (Please this quote on page 60, which says "It was well accepted among media and marketing practitioners that the great proportion of online and CD-ROM users were men" . Use that quote and discuss whether you think this belief rings true in a contemporary context? Why or why not? What has or hasn't changed?