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DECIDING ON TARGET MARKETS

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Abhijeet S
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DECIDING ON TARGET MARKETS - October 11th, 2010

DECIDING ON TARGET MARKETS:


Every media plan begins with target audience. The target audience can be classified in terms of age, sex, income, education, occupation and other variables. The audience can also be classified as children, teenagers, young adults, office goers, newly married couples, parents, grandparents., etc.

The classification of the target audience helps the media planner to understand the media consumption habits, and accordingly choose the most appropriate media or media-mix The media planner can also select the most appropriate programme (in case of radio and TV) to insert advertisement.

Matching media and market
Advertisers must always attempt to match the profile of the target market with the demographic characteristics of a given medium’s audience. Let us consider an example of cigarette advertising. The target market for this is men in the age group of 25 to 60 years. The advertiser would consider placing ads in magazines having a predominantly male readership. Advertising in magazines having a predominantly female readership would be mostly wasteful for this product. It may be true that rarely does any magazine have a 100 percent male readership.


Even so, when selecting a predominantly men’s magazine, the advertiser would minimize wasteful expenditure. Some media, such as general interest consumer magazines and newspapers, network radio and television offer to an advertiser the means of transmitting ad messages to a cross-section of the consumer market.


Against this, some other media, such as spot radio and television, special interest magazines, business publications, and some business newspapers offer the means of reaching selective group of audience. The selectivity offered by some media is useful for advertisers, for it enables them to reach a distinct target market with minimum waste. In fact, a great deal of information on the media about their demographic characteristics is provided by the media themselves. The objective of any media planner is to achieve the best possible matching of the media and the market.
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