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Chapter 6 Defining Target Audience

Chapter 6 Defining Target Audience

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Published by: movingdot on Oct 13, 2009
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10/25/2010

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Chapter 6
 
Defining the TargetAudience
Nothing is more important tobuilding effective media planthan the target audience
 
 
Defining the Target Audience
Make sure
creative and media buying
areworking in tandem, on the
same
audience.
 “right” target seems simple but takescareful planning to make most of your $$$
Late ’90’s Chef Boyardee changes target toteen boys, largest consumers – double digitdecline sales
Bad move – mom was the buyer; when theychanged it, sales rose
 
 
Start with Right Objectives
Knowing who the user is, is important butdon’t start there.
Ask
“what behavior do you want tochange.”
I.e.: marketing objective is increase userbase; you need
new
users
If your media plan targets heavy users, willyou reach the goal?...No.
So, outline objective before figuring outthe target.

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