Media Comparison

Media Comparison Paper

Mackie Johnson

University of Phoenix

COMM/470

Communicating In The Virtual Workplace

Dr. Timothy Glaid

August 13, 2007

Media Comparison Paper

Best Buy is the nation’s largest retailer for consumer electronics. A yellow price tag with the simple name of Best Buy printed on its logo inspires consumers to buy their products. This simple, yet effective advertising strategy is one of the many methods Best Buy use to induce customers into believing they are getting a good deal. This marketing strategy is a straightforward and an effective way to draw attention to Best Buy’s products. However, this little simple logo does not create the nation’s largest retailer for consumer electronics by itself. Getting the word out using unique marketing strategies with the internet and print media directly target specific audiences. In Best Buy’s case, these individuals are known as “Techno-tainment Enthusiasts,” who are excited about the Internet, like to shop online, and spend 38% of their technology and entertainment dollars with Best Buy (Barry, 2003). The idea here is to discuss these targeted audiences in detail by comparing and contrasting different methods of marketing. Best Buy is an excellent example of how a company targets and markets specifically to an audience using various forms of media.

To begin, a target audience is those individuals who would most likely benefit and take advantage of the services or products. Taking the time to profile ones target audience will improve the likelihood of success (Concept Marketing, 2007). Best Buy is no stranger to this philosophy and truly understands their customer base. Best Buy hires technology and entertainment enthusiasts as employees who can relate to the target audience that it focuses on. The company also has a special group of employees called the Geek Squad to assist those not so savvy enthusiasts as well. This special alliance of employees can be found in all...