AD - Target Audience Lesson
Target Audience Lesson
Introduction
One of the most important parts of advertising is determining your target audience. There is no point in spending money to sell a product if there isn't a market for it; there is no point in writing an article on a topic that an audience wouldn't be interested in. Once they can determine the target audience, advertisers have a better idea of where and how to spend their time and money. To determine target audience, advertisers need to consider what their product is, where they want to sell it, what demographics would be most likely to purchase the product, and what other products theirs is competing with.
Two Target Audience Examples
Target Audience Profile 1
My name is Christy. I am 16 years old. I don't have a car yet, but I'm hoping to get one this summer. I work part-time at the local pizza place in my small town. I am also a member of the soccer team, and it takes up a lot of time in the spring. I volunteer at my local church and work with the younger kids on Sundays. I would feel lost without my I-Phone. It helps me to stay organized and in touch with my friends.
Within her profile, she mentions how lost she would feel without her I-Phone, so what product and/or services would appeal to her?
Target Audience Profile 2
My name is Albert. I have been happily married for the last ten years. I am a full-time working dad of two kids that are 2 and 4. I am in charge of training all new hires for Universal Entertainment. At one time I wanted to pursue a career in the movie industry, but I enjoy my job because it allows me the chance to see all the new films and shows that are a part of Universal Entertainment here in Orlando, Florida. I consider myself a video game enthusiast. In fact, I waited in line at midnight for the release of the latest Madden game a month ago.
Based on his profile, what product and/or services would appeal to him? Unlike Christy, he has a much different family situation, so how would this influence the needs he has as potential customer?
Remember that demographic information helps you to identify the type of person who will buy your products and services. Psychographic information focuses on why the consumer would buy the product and/or service.
Understanding how to get to your target audience is also important in advertising. Have you ever noticed that pizza commercials are often shown during dinner time? Or that in women's magazines there are a lot of advertisements for jewelry and make-up products? A combination of factors can make up a target audience, and in advertising, one of the biggest mistakes is trying to reach everybody and ending up appealing to nobody.