If you sit down to read a novel, watch a television series or take in a movie you are in a relationship for an extended period of time. The characters become loved or hated, you build emotional connections with them, the scenery whether foreign to you or old hat draws you in and you become part of it, you feel the temperature and smell the car exhaust or freshly mown grass. The music raises your heart rate, and joy, sadness or anger fill you. All these elements combine to build a relationship that you don’t always want to have end. Advertising whether radio, print or social media is speed dating in comparison to the afore mentioned mediums. Though the long term relationship of War and Peace and the Facebook advertisement that you scroll by in your news feed have a lot in common we will not dissect those in depth today. Today we are going to dissect the ways the consumer participates in the speed dating game via advertising mediums, and which medium works best for connecting people to products.

All speed dating starts out the same way, people trying to find out as quickly as possible what type of person they are sitting at the speed dating table with. How old are they, what is their income bracket and what are their hobbies? Are they married, divorced and what about kids? In advertising we must figure this out prior to sitting across the table and deciding which medium will be used for the speed date. Goals are set, demographics are ferreted out and a budget decided upon. Know matter the medium, demographics (who you want to reach out to) are key choosing the medium, design and verbiage for connecting with your audience. So how do demographics help determine your advertising medium?

Radio… do you tune in? More than 9 in 10 Americans listen to radio on a weekly basis, with those figures highest among Hispanics (94%) and African-Americans (92%), according to Nielsen. Nielsen also reports that, 12.8% of AM/FM radio’s adult audience is in the 18-24 demographic. Having this information along with other demographic statistics can help a company determine whether or not radio is for them, they most keep in mind that different radio stations will have demographics all there own. According to National Public Radio there audience is a bit different from what Nielsen reports; 120% are more likely to work in MIS, IS, IT, Networking or technology-related jobs, listeners are 153% more likely to be top management in technology-related fields, and are 70% more likely to spend $1000+ on travel. Making it clear that the radio station changes who and how you will advertise on it, one this the radio can’t do it guarantee that those people you are targeting will hear your advertisement.

Who watched television anymore? If you do are you skipping commercials? There are some very interesting studies and article out regarding companies and how they are advertising on television. Television as with radio has many facets to consider; the station demographics, the shows demographics etc. Creating a television commercial is a more expensive undertaking and paying for it to play will also cost you more, a lot of research is needed to make sure your ROI is worth the effort. The same risk applies with television as with radio, will the intended audience see your ad, or with they skip threw it, run to the rest room or check their Facebook.

Speaking of Facebook, social media is my favorite place to advertise and Facebook is the top of my list! The information gathered by Facebook in its users is amazing and a powerful tool for marketers! While the other social media platforms are not far behind. Each social media platform has its own set of demographics to be considered when choosing where to advertise, and how to advertise. Your Facebook advertisement isn’t going to be the same as the one for


Instagram even though Instagram is now owned by Facebook. The following graphic by Social Media Week gives you a small taste of the differences from one social media platform to another.


Those of us who work in the social media marketing field have to study the demographics for your product/company and marry them with the right social media platform and in the right way. If your platform is Facebook then your ads can be targeted right down to location and income, not to mention age and hobbies. Then your Facebook advertisement gets put into the stream streams of posts running across the newsfeed of the folks who match the demographics you have chosen. Another beautiful part of Facebook advertising is the information you get back, the age of those who clicked, their gender etc. This information helps greatly in future advertising efforts.

All in all we are trying to a very short period of time speed dating our potential customers. We have but seconds to grab their attention, get our point across and get them to take the next step whether that be to run to the store, order online or like/follow/share our page and information on social media.



Me green eyes Rebecca Bailey



CHOZICK, A. (2011, March 9). Television’s Senior Moment. Retrieved March 13, 2016, from http://www.wsj.com/articles/SB10001424052748703559604576174983272665032


Age Distribution of Radio and Mobile Audiences Strikingly Similar; TV Skews Much Older. (2013, December 10). Retrieved March 13, 2016, from http://www.marketingcharts.com/ traditional/age-distribution-of-radio-and-mobile-audiences-strikingly-similar-tv- skews-much-older-38588/

Becker, T. (2015, April 09). The 9 Major Social Networks Broken Down By Age – Social Media Week. Retrieved March 13, 2016, from http://socialmediaweek.org/blog/2015/04/9- major-social-networks-age/

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

Nagourney, E. (2013, March 07). Why Don’t Advertisers Care About Me Anymore? Retrieved March 13, 2016, from http://www.nytimes.com/2013/03/07/booming/advertisers- often-ignore-baby-boomers.html?ref=media

Public Radio Audience Demographics – NPR Profiles. (n.d.). Retrieved March 13, 2016, from


Social Networking Fact Sheet. (2013). Retrieved March 13, 2016, from http:// http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/


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