At the beginning of the advertisement, the goal was to seduce most people. With the right frequency and the right message, advertisers thought that a brand would stay in the public consciousness, possibly pushing them to act as a purchase, and ideally become a customer or subscriber for life. As advertising capabilities evolved, marketing teams sought to segment audiences and reduce unnecessary impressions by targeting specific groups with specific messages.
Targeting started in simpler forms. For example, a car manufacturer aired a family car advertisement during soap operas and a sports car during late-night television. In the 1960s, more and more brands were asking advertising agencies to target minority groups, which was previously rare.
To do this, agencies tested new creative tools to learn what resonated with specific ethnic groups, basing their strategies on Burrell's method through ethnic micro-targeting. It ranged from Lorillard's campaign for Kool Menthol Cigarettes that targeted African Americans and featured African American models at the 1990 McDonald's pub that explicitly targeted African Americans from inner city neighborhoods.
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