Household consumers: Individuals who buy and use products for personal use. They are the largest audience for advertising—over 111 million households and nearly 300 million people with total retail spending by households in the United States at about $5.0 trillion.
Members of business organizations: Firms that buy and use products to make or resell other products.
Members of a trade channel: Retailers, wholesalers, and distributors are responsible for distributing and selling goods to business organizations and household consumers.
Professionals: Any professional—like a doctor, lawyer, or teacher—who has special training or certification. Professionals merit special communications.
Government officials and employees: Members of federal, state, or local governments warrant special communications because of the large volume of business they do with organizations.
2 Audience Geography
Global advertising: Advertising that uses a common theme and presentation in all markets around the world. It is rare for a brand to have universal cultural appeal, but when it does, global advertising can be used. As the global issues box details, many firms such as Motorola are working on developing a global image today.
International advertising: An advertiser prepares and places different advertising (this is the key distinction from global advertising) in each different national market where a brand is sold.
National advertising: Advertising that reaches all geographic areas of a nation. National typically refers to U.S. advertising.
Regional advertising: Advertising concentrated in a particular geographic region of a nation.
Local advertising: Advertising directed at a single trading area, typically a city or state. A particular form of local advertising is known as cooperative orco-op advertising in which national advertisers share advertising expenses with local advertisers. Intel, Sony, and Chevrolet invest heavily in co-op advertising.