ABSTRACT
Until the advent of color television, there were basically two kinds of media: (1) “mass” audience media, such as prime-time television programs or Life magazine, and (2) “class” audience media, such as the New Yorker magazine. An advertiser wishing to reach both a “mass” and a “class” audience would have to buy both kinds of media. Today, however, advertisers who place color commercials on color television programs can reach a “mass” and a “class” audience at the same time. The “mass” audience consists of homes with black-and-white sets only, who are of course viewing the program and commercials in black-and-white. Additionally, there is a “class” audience of color set homes, who can view the program and commercials in color. Color set owners are an especially affluent group. In addition, they tend to be "venturesome"—prone to buy new products; "convenience-oriented"—willing to pay a premium price to save their labor; and "status-minded"—consistently moving up-scale in their purchases.
