In this question, you will listen to a lecture. Then you will be asked to summarize important information from the lecture. Afte

We’re going to look at four of the most important aspects of advertising today. The first one is called market. Here, you have to think about whom you are trying to sell your product to. This is really important. If you want to sell to older people, people with money, you’ll want to choose an ad that is going to appeal to them ... not their kids or the guy who washes their cars. You only want them. Don’t waste your money selling to the wrong people. So, you now have to think about what mass media you’re going to use. I would suggest newspapers. Actually, nowadays everyone has a television, but it’s the wealthier members of society who read newspapers. Next, you want to think about your message. What can your product do for people? Will it make them richer? Will it make them slimmer? Remember, we’re selling to a wealthy demographic. What do they want? Next, you need to think about money. Not the money your customers have. It’s the money you have. And, you want what is called the most bang for your buck: it’s the most effective use of your money. Do you want to spend all your money running ads in a few big newspapers? How about a large number of smaller ones? I would go with the bigger ones, because they have national distribution, right? Smaller papers are usually local. However, if you can only deliver your product in a small area, you’ll need to take that into consideration as well. There you have it. The four Ms in advertising are as follows: market, mass media, message, and money. If you do it in that order, you should be able to put together a successful ad campaign.