How do companies use advertising to appeal to different segments of the market?

SOURCE: Advertising

Today advertising is very complex and specifically designed for certain audiences. Companies will use the same products with different names or make the same commercial multiply time with different race people so they can appeal to all parts of a market to maximize their profits.

For example Keystone Light and Coors Light are the exact same thing the only difference is the name, which is different so the company can appeal to a larger market. Keystone is generally marketed to lower income areas whereas Coors is marketed to a wealthier demographic. Companies do this so they can take a larger share of the market by appealing to everyone.

According to the New York Times Toyota recently launched a new ad campaign for the brand new Toyota Corolla. This campaign includes the same ad made four times each time with actors of different race. There was an Asian,Mexican,Black,and European Americans featured in the four different ads. The commercials were also scheduled to run on different stations and at different times base on what time and station each demographic watch. For example the European American ad ran on Sunday Night Football at the same time the Mexican ad was playing on the Spanish broadcast of Sunday Night Football.

Companies do this because it maximizes the market for people who want to buy their cars which in turn is maximizing their profits, and to goal of advertising in to get more people to like and purchase your products. I think that this strategy is very effective because one ad campaign is covering so many people and so many demographics it allows a company to maximize their utility relatively easily.

Future Research Question:  How do companies modify products to appeal to different groups?