Target Audiences: Which One is Right for You?According to Steve Craig in Signs of Life in the USA, the economic structure of the radio industry Television has a direct effect on the placement and content of all television programs and advertisements. Craig is a professor in the Department of Radio, Television and Film at the University of North Texas. Craig has written extensively on television, radio history, and gender and media. His most recent book is Out of the Dark: A History of Radio and Rural America (2009). Craig talks about analyzing four different television commercials, showing how advertisers carefully craft their ads to appeal to male and female consumers respectively. The gender patterns in advertising that Craig describes in his essay still exist today, in advertisements of how men and women are portrayed. In Steve Craig's book, "Men's Men and Women's Women", it is stated that major advertisers and their agencies have evolved the pseudo-scientific method of buying time based on demographics, age and age. Consumer gender is generally considered the most important predictor of purchasing behavior. Craig therefore argues that computers make it easy to match market research on product purchasing habits with audience research on television viewing habits, making it possible to establish a demographic profile of the " target audience”. According to an article titled Web Advertising: Gender Differences in Beliefs, Attitudes, and Behaviors, previous research suggests that men and women exhibit different beliefs and attitudes toward advertising in traditional media, as well as consumer behaviors stimulated by advertising. Craig explains how, in John Fiske's book: Television Culture (1987, Chs. 10,11), Fiske discusses "genre...... middle of paper ......". YouTube. YouTube, September 11, 2011. Web. February 6, 2014.Esch, Madeleine Shufeldt. Renovating television, reshaping gender: home improvement television and gendered domesticities, 1990-2005. np: ProQuest, UMI Dissertations Publishing, 2009. February 5, 2014. Fiske, John. Television culture. London: Methuen & Co. Ltd, 1987: Chs. 10, 11. Print. February 5, 2014.Gillette. "What Women Want: Kate Upton Commercial Gillette Fusion ProGlide Styler". YouTube. YouTube, March 25, 2013. Web. February 6, 2014.Howard, Ella. “Pink Truck Ads: Second Wave of Feminism and Gendered Marketing.” Journal of Women's History, 22.4 (2010): 137-161. February 5, 2014. Lori D. Wolin, Pradeep Korgaonkar, “Web Advertising: Gender Differences in Beliefs, Attitudes, and Behaviors,” Emerald 13, (2003). February 5, 2014.Tvpromoshd7. "2 Broke Girls Super Bowl Commercial (HD)". YouTube. YouTube, February 4, 2013. Web. February 6 2014.