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Target Audience Objectives

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Target Audience Objectives
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Target Audience Objectives - October 11th, 2010

Target Audience Objectives

Defining the target audience objectives is a critical activity in a media plan. The audience consists of people in a specific age, income, educational, occupational, social and ethnic group.

While choosing the media one must bear in mind that the target is never a faceless mass of people. They are definable to precision. Let us take the example of a few product categories to understand the concept more closely.

Dove is premium soap, the most expensive of all the brands available in the Indian market. The product is targeted not at the very young but at the busy woman, be sge a professional or mother of young children, whose whole life “revolves around children” or the “lazy” one, not getting any time to bother abut her looks. Such a woman is modern but not a feminist. Dove, which claims to have moisturizer, is an answer to her lifestyle.

If she uses Dove, the need for cream or moisturizer is taken care of. Such a woman is up-market, mobile, moving in social circles, is successful and above all, wants to look good and feel good. And most importantly, money is no consideration for her in such purchases. The choice of the media hence, would keep in view their psychographic profile. Magazines, like Femina, Savvy and Stardust against Sarita Mukta or Women;s Era would be preferred. Television, of course, will have the multiplier effect.

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Re: Target Audience Objectives - June 27th, 2015

Why to select target audience

1) Codified structure

2) You can concentrate on your market

3) More concise and effective use of marketing can be implied
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