Advertising to Target Audiences

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Presentation transcript:

Advertising to Target Audiences

What is a target audience?

A target audience is a particular group of consumers singled out for an advertisement

WHO IS THE TARGET AUDIENCE FOR THESE CARS? MINI-VAN? MERCEDES BENZ SEDAN? CONVERTIBLE ? VW BUG? FORD TRUCK?

Every automobile listed has a different target audience and target segment. (Subgroup of the larger market) Companies spend millions of dollars on research to determine who their target audience is and what they can do to make them loyal, repeat customers.

RESEARCH Before an advertisement is written, do the research. Find out everything possible about the product, the target market, the company, and the competition. What does the product do? What are the features and benefits? What do customers like least and most about the product?

CREATIVE PLAN The creative plan is a guideline to creating and constructing the advertising message. Good advertisements come from: Good planning Good ideas Good copywriting

ELEMENTS OF GOOD ADVERTISING COPY Headline- the leading sentence usually placed at the top of the page Subhead- A sentence usually placed above or below the headline Body- the main textual element of the advertisement Tag line/slogan- A short phrase that helps to establish an image or increase recall for the brand

PROOFREADING: AVOID COMMON MISTAKES Do not get carried away. Make sure all text helps deliver the message. If not, delete it. Do not be vague. Be as specific as possible. Do not be too wordy. Do not use clichés or superlatives. Your ad should be unique, making you different from competitors. Use humor cautiously. It can be misinterpreted.

ANALYZE AD PERFORMANCE Do they get it?- Sometimes advertisers just want to know the customer gets what message they are trying to put out there. Knowledge- Do the customers have a broader knowledge of the product coming from the advertisement? Attitude change- Attitudes suggest where a brand stands in the consumer’s mind. Advertisers view an attitude change an important dimension for assessing their ad.

Vocabulary Terms CREATIVE PLAN TARGET AUDIENCE TARGET SEGMENT HEADLINE SUBHEAD BODY TAG LINE OR SLOGAN