University of Memphis students are a target audience for advertisements selling everything from fast food to credit cards.
Professor of journalism Ronald Spielberger said advertisers perceive college students as people who are trying to figure out who they are, defining themselves by certain brand names.
"College students are buying and selling machines," said Spielberger, who added college students, unlike others, usually have plenty of disposable income.
"We are the people who buy everything," senior Spanish major Julie Harris said.
For Harris, catchy slogans, professionalism, common interests, big letters and bright colors are aspects which make advertisements effective.
Spielberger said advertisers know these aspects and use them everyday. The best way to reach college students, he said, is to use images they identify with.
"You have to know the demographics of your target audience," Spielberger said. "You have to know what makes them tick."
Will Richardson, a senior biology major, said the most effective advertisements are usually visually stimulating. He said brochures and pamphlets usually don't provide this stimulation.
"I don't like brochures put under my windshield wiper," Richardson said. "They just wind up on the floorboard of my car."
Spielberger said most students tend to gravitate toward television commercials and radio spots, which are the most popular and most effective forms of advertising.
However, Spielberger said, even television commercials don't always do the trick.
"Asking you to remember or even be interested in one or two is a pretty major thing," Spielberger said. "The memorability factor means they have to repeat the commercial multiple times."
Junior elementary education major J. Baker said she thinks clothing provides a successful means of advertising. She said college students are drawn to clothing and often notice what others have on.
Senior communication major Brian Rogers said he agreed.
"I notice the brand names on clothes most often," Rogers said. "Everywhere I turn there is an advertisement."
Said Spielberger: "I always try to tell my classes -- advertising is about communication goals."
