Advertising Objective Target Audience

In: Business and Management

Submitted By cdua
Words 4028
Pages 17
DETERMINING TARGET AUDIENCE

After the opportunity analysis and competitive analysis the next step is to determine the target audience. Target markets are groups of individuals separated by distinguishable and noticeable characteristics . A company may have identified its target market, but selling its product may entail identifying even smaller, better defined target groups.A target audience and a target market can be formed of people of a certain age group, gender, or marital status. Target audience is specific group of people at which product is aimed at. Target audience determination is important part of the marketing strategy and has a direct impact on the advertising efforts .
Examples
* CVS Caremark's target market is women since they make up 80 percent of the pharmacy chain’s customers. CVS has marketed its stores to aid women who are constantly multitasking. They recently redesigned 1,200 of its 6,200 stores to appeal to women, including shorter wait times for prescriptions, wider and better-lit shopping aisles, and more beauty products. * If a company wants to sell a diet program for men with heart disease problem the communication may be aimed at the spouse who takes care of the nutrition plan of her husband and child.
The companies often develop different marketing strategies for different consumer needs . the process by which they do this is known as target marketing . and it involve four basic steps
.
THE TARGET MARKETING PROCESS 1) IDENTIFYING MARKETS Target market isolates consumers with similar lifestyles , needs and the like and increase the companies knowledge of their specific requirements.Identifying markets need to aggregate consumers with similar needs.
Demand patterns: Do all potential customers have similar needs/desires or are there clusters? Types of demand patterns are: * Homogeneous Demand-uniform, everyone demands…...

Similar Documents

Advertising

...Advertising Advertising Objectives The Advertising Budget Advertising Strategy Selecting Media Sales Promotion Public Relations ADVERTISING Making a product is just half the job the rest half is making it recognised so that peple are conviced to buy it and advertising is a paid method of doing so. Advertising plays a vital role in positioning the product in the minds of customers and therefore it should be given a considerable thought and budget. Including advertising jingle in the commercials can be a wise strategy to keep the ad stay longer in consumer’s mind. Music has great impact on consumers’ short -term memory as they get familiar with the sound, with or without their awareness, reminding them of the ad whenever they hear the ad jingle. With this tactic, the advertisement can perfectly serve its role. For SAB noodles also, we have thought of several means of advertising to promote it. 5 Ms of advertising for sab noodles- Mission/advertising objectives- as the sab noodles is in its introductory stage therefore INFORMATORY strategy is to be made use of. The main objective of the advertisement is to inform the target customers about it, Communicate them the USP of the product and attract them. Money/advertising Budget- A lot of money is required to advertise it because the product is in the first stage of PLC and though Kissan is an established brand , Sab noodles doesn’t have a name and faces many competitors in its sphere. As it is meant for a......

Words: 547 - Pages: 3

Advertising

...convenient and people with busy schedules can use it as it is not very time consuming. Using this product everyday for 35 minutes and you will be able to notice the difference in one week. Once you buy this product you do not need to buy it again, it is like an investment. Target Audience: The Target Audience is people of the Upper Class and Upper Middle Class. Mostly Females are targeted as they are more likely to use this product. People between the ages of 35 to 65 are the main target group since skin starts sagging at around 35 years of age. Minimum education required is graduation and higher studies. Working professionals and Housewives are our main target group. This product caters to people who are modern, beauty conscious, broad minded and socially active. This product mainly concentrates on urban areas starting in urban cities such as 1st tier cities. Culture plays an important role in India as it is culturally very diverse therefore we need to keep in mind that we do not hurt or offend any culture while marketing this product. People in Urban India are getting more and more conscious about their appearance as we have started adopting and accepting the western culture. The Indian audience is very conscious about their appearance. They have started using more and more beauty products. Example anti ageing and fairness creams are very popular in India. The Marketing Mix of Firmflex - Product: The product is a face exercising mask. It is a......

Words: 2101 - Pages: 9

Bmw Target Audience

...The primary target audience of BMW is working class adults from age 27 and above. It is the beginning of their economic stability of the age of 27. BMW is catered for people who want more than just comfort. It is more than just luxury. It is designed for people who have class and wants all these in one package. It is a brand that shows the social class, and it is designed for people who are in upper middle class and higher social class in the society. The target audience will be break down into few parts to be discussed. In the demographic session, BMW focus on regions that are more populated with higher social class citizens. Therefore, BMW would tend to advertise through billboards in places with more exposure like Kuala Lumpur and Penang. Besides region, BMW concentrate on people of age 27 and above. In gender perspective, male would preferably be our target audience. Well about income, BMW aims people of a higher income and from higher social class to achieve the luxury theme of the car. In psychographic, just like watch, car is an item that symbolizes social status and ranking. BMW is a car for classy people with high income, while driving a BMW, it signifies that the owner is a well-mannered person with high achievement. Therefore BMW try to target people with this type of mindset that driving BMW is a representation of luxury, class and cool in one combination. BMW concentrate more on design that brings out the sophisticated feeling and provides a quality drive......

Words: 275 - Pages: 2

Advertising

... DEPARTMENT OF [pic] TOPIC: Advertising Plan On Nestle Milkpak NAMES: Al-Sayed Hasnain Hyder Naqvi (320) Abdul Khalid Memom (307) Ikramullah Memom (337) Muneer Ahmed Junejo (366) Mushtaque Ali Shaikh (367) Sheeraz Ali Pathan (386) SUBJECT: Advertising SUBMITTED TO: Madam, Sanam Memom CLASS: BBA-III 6th Semester Company Name and Its Introduction Nestle-Pakistan Organizational History: Nestlé is a multinational packaged food company founded and headquartered in Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 and the Farine Lactée Henri Nestlé Company set up in 1867. The Company is engaged in manufacturing, processing and sale of food products in Pakistan. The company offers milk, dairy, and chilled dairy products, including UHT milk, yogurt, raita, ghee, and cream; beverages, such as coffee, juices, and instant drinks; and bottled water in non-returnable and bulk bottles for home and office delivery. It also offers infant cereals; prepared meals, such as noodles; breakfast cereals; and mints, chocolates, and confectionery and culinary products. The company, formerly known as Nestle Milkpak, Ltd., was......

Words: 1901 - Pages: 8

Advertising

...Espinosa, Christian S. BMC 1-1 The True Brand of Advertising Dennis Budniewski ▪ It is the process of communicating something about a product to reach a goal. - McKinney - Group Account Director Janet Northern ▪ It is how you can communicate the attributes of a brand in the way that hopes the consumer will talk about your brand, engage with your brand and really enjoy your brand. - McKinney -Director of Agency Communications -To make the agency famous and makes it client brands famous. Kelly Quinn ▪ It is bringing something into life that they never knew it was existed before. -McKinney -Account Supervisor Brad Brineger ▪ It is changing people to something. - McKinney - Chairman and CEO -Undergraduate: Anthropology Walt Barron -McKinney -Senior Account Supervisor Role: To instil information down, brief teams through hopefully and inspiring briefings, to ensure that the creative work not only lines to put a strategy but something that enables them to achieve their objectives with that project. They also do more unconventional type of researching. Kevin Murphy ▪ It is how you build the brand and the strengths of the brand so that the consumer will understand what that brand is all about. It is also about relaying to the consumers the benefits and relevance of the......

Words: 897 - Pages: 4

Advertising

...current age, people’s life is surrounded by all different kinds of advertising in any place, anytime. Advertising play an essential role in terms of the economy, culture and social fields. The definition of advertising can refer to Yeshin, Tony (2006) who demonstrated that “Advertising is one of a variety of marketing communications tools that companies can use to achieve their defined objectives.” This statement also illustrate that an effective communications activity in the business field need to advertising support and widespread application as well. Besides, as the media technology continual innovation and development in recent years, the forms of advertising and communication code have been changed a lot which from unicity forms become more diversity. So, the concept of multimedia advertising has been widely applied in the modern age. “Multimedia advertising is the process by which a company conducts an advertising campaign for its products or services over multiple media outlets.” (wiseGeek) This method make the product of an enterprise can be presented in a new way in order to attract more customer’s attention and obtain profits. This essay focuses on analysis the current multimedia advertising campaign based on a furniture store named IKEA and the mainly structure of this essay can be divided into four parts which are Creative Brief, Analysis of target audience, Assessment of how the advertising works and media strategy. Background of IKEA IKEA is a......

Words: 1370 - Pages: 6

Target Audiences

...Target Audience The Mass Media is becoming more competitive than ever to attract more and more audiences in different ways and to stay profitable.Audience profiling allows media businesses to narrow down their audience/ customers to find their target audience. It is always best for a media business to find their target audience before they market a new product so they can get the best results and profit. A target audience is an audience that is most relevant and connected to the media product that a company is trying to sell hence the name target audience. When a media business is defining an audience to find their target audience some of the factors they must consider are age, gender, religion, and media interests. A very common and traditional method when audience profiling is to use a demographics chart to narrow down the search for the best target audience. The purpose of a demographics chart is to define the adult population largely by the work that they do. The demographic chart breaks the entire population of adults down into six groups. The chart then labels them by using a letter code that then describes the status and income of the members of each group. Measuring the number of viewers and listeners for a TV/ Radio programme or whole station’s output is a complex business. Generally, an audience research agency will select a sample of the population and monitor their viewing and listening habits over the space of 7 days. The data gained is then extrapolated to...

Words: 628 - Pages: 3

Advertising

...[CONTENTS LETTER OF TRANSMITTAL……………………………….04 INTRODUCTION……………………………………………..05 SITUATIONAL ANALYSIS………………………………… 06 ADVERTISING PROBLEM…………………………………. 07 ADVERTSING OPPORTUNITES…………………………… 08 KEY PLANNING DECISIONS……………………………… 09 IMPLEMENTATION………………………………………… 10 EVALUATION………………………………………………… 11 BUDGET……………………………………………………….. 11 THE CREATIVE STRATEGY………………………………..12 THE MEDIA STRATEGY…………………………………….13 OTHER COMMUNICATION TOOLS……………………... 17 LETTER OF TRANSMITTAL 19th December 2007 MR EHTESHAM ALI Senior Lecturer College of Management Sciences PAF KIET Korangi Creek Karachi, Pakistan Respected Sir, Here is the advertising report required as a component for assessment of our group in the course “ADVERTISING” This report provides an overview of how the advertising plan should be made when a product is being launched in the market. What are the tactics and strategies used in order to implement the overall campaign plan Please do not hesitate to contact us if you have any questions regarding this report. Yours Sincerely Raieef Qureshi INTRODUCTION: Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “direct from the tea gardens to the tea pot,” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product.......

Words: 3615 - Pages: 15

Consumer Behaviour and Target Audience Decisions

...C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision for marketing communication. Marketers Seeking 50-Plus Consumers Nintendo is famous for its video games. DaimlerChrysler features a wide selection of car brands. Tabi is known for its classic women’s clothing. While seemingly unrelated, these brands have recently shared a similar strategy. As these established companies expanded beyond their current customer base, each brand attempted new marketing communication programs containing a more emotional message aimed at the 50-plus demographic. The 50-plus crowd not only is a sizable market, but also is a very lucrative one; they control 55 percent of all discretionary spending in Canada due to their relatively high net worth. And while the brands all looked toward the fifty-plus market, additional segmentation based on an understanding of consumer behaviour revealed subtle differences in their approach. For Nintendo, the saturated youth market proved to be a no-growth avenue. With industry sales hitting the billion-dollar......

Words: 10240 - Pages: 41

Advertising Objectives

...Kayla K Redmond December 2, 2014 Advertising Management Prof Dena Hale Advertising Objectives • Communication goals A goal of communication is informing target audience and/or consumers about the company’s product features. One communication goal is that the target audience will see the brand and product in the first month of the product launch. The target audience will see this through social media and email blasts sent from the brands’ (Orange) sister companies. Advertising exposure will also be another communication goal because there will be a vast amount of individuals that will immediately be exposed to the ads that will be on the social media sites since the target audience are a part of the generation that is keeping social media one of the most influential forms of communication. With the social media craze, people are still in touch with newspapers, radio and television. These goals allow consumers to gather information during the initial stage of their purchasing decisions. • Purchasing Behavior Purchasing behavior is the decision processes and acts of people involved in buying and using the products, which will ultimately be the consumer. The purchasing behavior of the consumers buying the product will be of a trend. Since the quality of the product will feature style and be cost effective the trend of the product will be easy. Everyone wants to have something stylish and sleek that will get a lot of compliments that will not break......

Words: 1496 - Pages: 6

Advertising

...online google dictionary, Advertising is a form, either written or orally, that attempts to sell something whether it is a product or particular view. Advertising takes in the form of pamphlets, radio, television, internet and much more. A common misunderstanding is that advertising differs from marketing, a business practice unto itself. There is a wide variety of ways in which an advertisement may reach the public, but not all are suitable for every advertisement. Advertising is used to make the consumers aware of the goods and services that producers and trader share to offer. There are many media through which advertising may take place. Each of which has a varying degree of effectiveness and costs. There are three main groups of advertising: Informative advertising Persuasive advertising Sponsorship advertising The aims of this study is to increase the usage of a certain product, attract more customers and to indicate the introduction of new products or replacement of the old products. To assist me in carrying out this aim, I will also focus on several sub topics that will be further discussed. They are as follows: Advertising Media Types of advertising Roles and Functions of advertising In order to complete this coursework, I intend to read books, have interviews, research and sending out questionnaires to different business proprietors and business company that use advertising. ADVERTISING MEDIA As defined......

Words: 2046 - Pages: 9

Gamification Target Audience

...Target Audience In the past three years, the craft beer market has seen an increase in both interest and sales; while becoming a staple beverage choice of Males and Females in both Generation Xers and Generation Y, also known as the Millennials. Due to this trend, Cigar City Brewery will need to tap into this demographic with the gamification strategy; The Beer Chest. Generation X are individuals born between the mid 1960’s and the early 1980’s. Generation Y or the Millennials were born right after Generation X between the 1980’s and the Early 2000’s (2000-2004) (Talented Heads, 2013). The application will geared both towards males and females, especially since women makeup 1/4 of the overall United States beer consumption (Clarke, 2012). Since the Beer Chest is a game that can be shared on Facebook, we will be able to concentrate on a major factor and reasons why our target audience uses Social Media; fun. Additionally with focusing on this age group we will also be able to attract other people to the application, since both generation choose social media as a way to keep in touch with friends. (This information can be seen in Appendix C, Figure 2.). The target areas Cigar City Brewery will need to focus the initial launch of their product are in the areas that they currently distribute their product, prior to reaching the national/international markets. Based on Figures 2-7 in Appendix B, the major areas to focus will be Alabama, Georgia, Florida, New York,......

Words: 835 - Pages: 4

Advertising

...Table of Contents Executive Summary ………………………………………………... 1.0 Introduction ……………………………………………………… 1.1 Objectives of Sales Promotion Campaign …………………. 1.2 Customers to be Targeted ……………………………………. 1.3 Series of Consumer-Oriented Promotions ………………... 1.4 Trade-Oriented Promotions ………………………………….. 1.5 Communication Consideration………………………………. 1.6 Budgetary Considerations …………………………………… 1.7 Scheduling Considerations ………………………………... 1.8Legal and Logistics Considerations ………………………… 2.0 Appendices ………………………………………….................. 3.0 References ………………………………………………………. Introduction The main aim of this report is to create a 12-month London based sales promotion plan. This will be done by using different amount of factors to determine the best strategy for Virgin Atlantic. These factors will be including the objectives of the company as well as to what type of consumers to target while taking a deep look to budgeting and scheduling details. Since it was established in 1984, Virgin Atlantic Airways has turned into Britain's second biggest bearer serving the world's real urban communities. Presently based at both London's Gatwick and Heathrow air terminals, it works whole deal administrations to thirty destinations worldwide as far separated as Las Vegas and Shanghai. Virgin Atlantic has delighted in tremendous prevalence, winning top business, shopper and exchange grants from around the globe. The......

Words: 3224 - Pages: 13

Advertising

...information to people to convince them to spend their money with a certain company’s product. The means of advertising can be through any of the senses, sight , sound or even smell (popcorn smell in theaters). Advertising forms an integral part in making the product known. Therefore, advertising today has become extremely competitive with so many brands competing to make the most eye catching ad. Advertising's high visibility makes it particularly vulnerable to criticism. An annoyance with advertising is general is also expressed by the population at large. In one survey, cosponsored by Advertising Age and the Roper Organization, both consumers and marketing executives were queried about their attitudes with the bad ads produced by their trade, importantly, that they're becoming more and more concerned about advertising clutter. Many research experts believe such ambivalence could be an indication of doom for the advertising industry. It is worthwhile to be aware of the social issues facing advertisers, because negative attitudes toward advertising will ever disappear. Although advertisers face extensive regulation, every issue is not covered by a clear, written rule. Many advertising-related issues are left to the discretion of the advertiser. Decisions may be based on a variety of considerations, including the objective of the advertising campaign, the attitudes of the target audience, the philosophies of the agency and the advertiser, and legal precedent. Many decisions......

Words: 921 - Pages: 4

Advertising

...| ADVERTISING PLAN 2011 | MM575 – ADVERTISING MANAGEMENT | | | Ivory Miller | 12/11/2011 | | TABLE OF CONTENTS Executive Summary | Page 2 | Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 | Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 | Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 | Testing & Evaluations• Advertising Research• Effectiveness Measurement | Page 19Page 19Page 20 | Bibliography | Page 21 | EXECUTIVE SUMMARY The use of cellular or mobile phones has shown remarkable growth and evolution over the past few years. Consumers can make voice calls, send text messages, access their emails, the internet and can even insure their phones in the event that they are lost or damaged for a small fee per month. All bases seem to be covered correct? Let’s imagine a worst case scenario and say due to the current economy your company has to downsize which involves laying-off your whole department including you. You’re back at square one looking for a job to match your qualifications. About two years have passed and your unemployment benefits have run out. You’re barely......

Words: 4553 - Pages: 19