Advertising- to target audiences

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What is a target audience? Copyright © Texas Education Agency, 2012. All rights reserved.

A TARGET AUDIENCE IS A PARTICULAR GROUP OF CONSUMERS SINGLED OUT FOR AN ADVERTISEMENT Copyright © Texas Education Agency, 2012. All rights reserved.

Defining a Target audience includes: Age Gender Income and Status Geographic location Race or Ethnicity Often there are more than one characteristic involved to define the target market of an ad Copyright © Texas Education Agency, 2012. All rights reserved.

WHO IS THE TARGET AUDIENCE FOR THESE AUTOMOBILES? MERCEDES BENZ SEDAN CONVERTIBLE ? MINI-VAN? FORD TRUCK? Copyright © Texas Education Agency, 2012. All rights reserved.

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. Copyright © Texas Education Agency, 2012. All rights reserved.

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? Copyright © Texas Education Agency, 2012. All rights reserved.

CREATIVE PLAN GOOD ADVERTISEMENTS COME FROM: GOOD PLANNING GOOD IDEAS GOOD COPYWRITING THE CREATIVE PLAN IS A GUIDELINE TO CREATING AND CONSTRUCTING THE ADVERTISING MESSAGE. Copyright © Texas Education Agency, 2012. All rights reserved.

Analyze ad performance There are several ways to determine 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. Copyright © Texas Education Agency, 2012. All rights reserved.

Analyze ad performance Choose a product online and find 5 companies that all compete over the branding of this product. Find advertisements for each company. The product can be food, apparel, electronics, etc. In a PowerPoint analyze each ad (how does it look), identify the target audience, features and benefits, and give an explanation to what company did the best job advertising their product. Copyright © Texas Education Agency, 2012. All rights reserved.

Analyze ad performance This is an ad for the Nike Zoom Hyperrev. It is very plain ad but focuses on the shoe itself by showing it enlarged so you can see the materials and benefits each provides. I think the target audience for this shoe would be 15-35yr old, male, basketball players. The ad shows the construction of the shoe and how it works with the foots natural motion. It also talks about how light the shoe is and provides dynamic performance for basketball. Copyright © Texas Education Agency, 2012. All rights reserved.