Press Kit for Look Look-In class assignment

After reading the "Look-Look" press kit, I found myself very interested in what the Look-Look companies mission is. It is a huge corporation that benefits marketers and advertisers world wide. This company has over 35,000 employees who just research what is trendy and in the mainstream media at this very moment. They are constantly updating new and current information onto their website. Their research team of 35,000 people is made up of clients, business people, young adults, photojournalists, respondents, sociologists and more. All of these people each play an important role in achieving the goal of the Look-Look corporation, which is to find out what is trendy now and how they can help marketers and advertising companies reach out to their niches of their individual products. Look-Look has a specific way of finding what is trendy. Since the concept of a 'mass audience' is no longer a valid way of addressing advertising, Look-look searches for the 'minor minorities' in society. "Over the years, audience segmentation schemes have become more complex in an effort to generate more precise grouping" (Media Literacy 45). This is the goal of Look-Look is to look for these minority niches that are not on the radar of the widespread media groups and advertisers. After they research and find these specific niches, they pay specific attention to that certain demographic.

The Look-Look company has a series of steps that they follow when trying to find out what the hot topics are right now. The Look Look network does not just do a surface level scan of these niches, they ask young adults what is cool right now and they try to get to know them and interact with them on a more personal level, not just as a selling point for marketing or advertising. They strive to get a very in depth analysis of what these teens are like and what their needs and desires are. Look-Look uses a variety of ways to gather and collect their research, they use surveys, field reports as well as photo research to get to the heart of what is going on in the world of young adults. These ways of gathering information help marketers know what these kids existing needs and interests are so they can attend to them. Look Look strays away from what is already mainstream, they investigate deeper and look toward what all types of audience niches are into, not just what is main stream. They want to find out what the minority is interested in, and then they give their information, statistics and findings to companies and organizations that advertise for the majority. Once the information that look-look finds is handed off to their clients, they use the information to direct their advertisements towards the correct niches, attract audiences and assists with cross-media and cross-vehicle promotion. "Media programmers must find potential members of their audience in other audiences so the programmers can promote the new messages and thus attract people in the audiences that they are trying to construct" (Media Literacy 50). This is exactly what Look-Look is trying to provide for these companies, a new and unique way to get their advertising across to their niche audiences.

As i looked at all the clients that the look look network has, it was very interesting to see all the different demographics that they provide information for. For example, Kellogg's cereal and Maybelline make-up. Kellogg's cereal is usually marketed to the niche of younger children, they have mascots that appeal to little kids like Tony the Tiger, the mascot for frosted flakes. Maybelline is marketed to women in their late teens to late twenties. Their research spans over a mass audience, but then separated into these smaller majority of categories. Look-Looks main goal is to look past what was trendy and hot yesterday, and find the minority today and turn that into an advertising trend. " The mass media segment the general population into marketing niches..." (Media Literacy 42). This is the exact goal of the Look Look company, to find those small niches; research and examine them and then give their findings to the marketers to create advertisements that will be directed at these particular niches.

Potter, W. James. Media Literacy. 4th ed. Minneapolis: Sage Publications, Inc, 2007. Print.