1. Target Audience and Persuasive Media Strategies

2. Target Audience Every piece of media has an intended target audience – everyone has different interests and backgrounds Criteria that makes up target markets: -geography (country, province /state, city) -demographics (age, gender, race) -socio-economics (occupation, income, family, education) -psychographics (attitudes, values, lifestyles) -

3. Target Audience –Geography Criteria Example The Double Stuf Oreo cookie is a popular cookie in North America However, Kraft has formulated a different version of the Oreo to target consumers in Germany. The German version contains dark chocolate because of the European’s preference for it.

4. Target Audience – Demographic Example World Wrestling Entertainment’s (WWE) target market is young males of various ethnicities (Caucasian, Hispanic, African- American, etc). Monday Night RAW® is the number one entertainment program on primetime cable among male viewers (2 million+) including the male demographics of 18- 34, 18-49 and 25-54. It is shown at 9:00 PM ET to reach its target market.

5. Target Audience Socio-Economic Example Mercedes has established itself as a car that represents power and prestige – they advertise some of their cars to those who have a lot of money and status.

6. Target Audience – Psychographic Example Psychographics is one of the most broad and diverse market factors – marketing is geared to those with different attitudes, interests, and beliefs (psychology of the consumer) The Ford Escape is marketed towards those who have an interest in being environmentally friendly.

7. Determining Target Audience Determine who the target audience / market would be for the following pieces of media: Support your answer with reference to geographic, demographic, socio-economic, psychographic factors http://www.youtube.com/watch?v=QVWRXZWGzzI&feature=related http://www.youtube.com/watch?v=KrIiYSdEe4E&feature=fvwrel http://www.youtube.com/watch?v=0YBAast9a9U

8. 8 Target Audience Who is the target audience for this ad? Consider all criteria... http://www.hdsb.ca/Pages/Home.aspxwww.hdsb.ca/Pages/Home.aspx

9. Advertising Strategies There are a number of different strategies that mediums use to sell their products, services, and ideas – here a few of them: Emotional Security Ego-Gratification / “Cool” Sexual Desire Power Ideal Life Excitement Bandwagon Facts and Figures Repetition Heart Strings

10. Advertising Strategies – Ego Gratification / Identity -Media sells you an identity along with its message (you will be more desired, smarter, more powerful, more “hip”, successful, etc) -What “identities” are the following media selling your ego along with their message? http://www.youtube.com/watch?v=Lpo__xhTSv8 http://www.youtube.com/watch?v=sjSG6z_13-Q http://www.youtube.com/watch?v=wV1FrqwZyKw

11. Advertising Strategies – Emotional Security -Media convinces you that the product, service or idea will provide you peace of mind. -You will be free from guilt, fear, ridicule, stress, etc if you buy whatever they are selling -What emotional security are the following media offering you? http://www.youtube.com/watch?v=G51UTM76xYI http://www.youtube.com/watch?v=owGykVbfgUE

12. Advertising Strategies –Heart Strings -Media persuades you by “pulling on your heart strings” - drawing you into the story of the medium through emotion -What heart strings are the following messages pulling on? What are they trying to sell you along with their main message? http://www.youtube.com/watch?v=k5QE7KV6gQY http://www.youtube.com/watch?v=-ae3tFI8wXE&feature=related

13. Advertising Strategies Media will use fancy “packaging” to help sell their message to you (again this could be a product, service, idea, or identity). There are a number of other “fancy packages” that media use other than the ones mentioned before *Remember media is often trying to sell you something along with whatever their message is (again think emotional security, power, ego / vanity, specific identities) *Look at your attached handout for other strategies used by the media to sell their message

14. 14 Target Audience and Ad Strategies Your job is to choose two (2) ads from one of the magazines in class and present an analysis on them to the class. Your analysis must include the following: 1. Who is the target audience (reference all criteria - geography, demographics, socio-economics, psychographics) 2. What is being sold to you directly and indirectly (consider power, ego, identity, love, success, etc) 3. What persuasive strategies does the ad use 4. What conventions of the medium does the ad use to be persuasive (consider color, diction, images, organization, etc)