Explain some of the factors that make standardization of advertising difficult, with suitable examples.

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Lorraine Caplan | College Teacher | (Level 1) Educator Emeritus

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Standardized advertising is difficult because one size does not fit all.  Think about this for a minute.  Do teens respond to advertising the same way that people over 60 respond?  Can people in New York be appealed to in the same way as people in San Francisco?  Even products that everyone uses are often targeted to various niches.  The demographics of the United States are far too complex in most cases to standardize advertising.  Have you examined advertising of a particular product or service in various media?  Take, for example, the advertising of fast food chains.  Notice billboards, radio and television advertising for one fast food chain. Some seems to be aimed at working mothers and some at teens.  Some will feature various "specials" that depend on the geographic location.  Some will focus on price, others on healthy choices.  The idea is to target a particular group.  A standardized ad is likely to be so lacking in appeal that it will draw in no one. 

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