Target Audience – One of the Four P’s

Do you know who your target audience is? If you don’t know, you
are not maximizing your advertising and/or marketing efforts.



A marketing strategy blends the elements of the marketing mix, also
known as the four P’s (product, price, placement, promotion). The
promotion element involves communication, and one type of communication
is advertising. The advertising strategy combines the elements of a
creative mix. This mix includes the target audience, product concept,
communications media, and the advertising message.



In order to create an effective advertising message, it is
important to know who your target audience is. The target audience
includes the end-user, the person who makes the purchase, and the one
who influences the purchasing decision. For instance, McDonald’s
target audience is made up of children and their parents. The children
influences their parent’s purchasing decision. Therefore,
McDonald’s advertising message is directed toward the children,
as well as their parents.



The process of determining who your target audience is begins with
segmenting the consumer market; finding the right niche. This process
begins with identifying groups of people with certain shared
characteristics within a broad market. The categories of
characteristics are geographic, demographic, behavioristic, and
psychographic. Then combine these groups into larger market segments
according to their mutual interest in the product’s utility or
benefit. From these segments, choose your target market. Your target
audience includes your target market. The target market in the previous
McDonald’s example is the person(s) who makes the purchase.
Target audience is larger than the target market.



Segmenting the business market is just as complex as segmenting the
consumer market. Business markets are identified by using many of the
same variables used to identify consumer markets. Additional variables
used are business purchasing procedures, SIC Code, or by market
concentration.



The product/service market consists of all types of consumers;
however, groups of consumers have similar needs and wants. Begin with
market research; identify your groups with shared characteristics;
combine these groups into larger markets; and select your target
audience which includes your target market. Before you create an
effective advertising message, it is important to know who you are
talking to. Do you know who your target audience is?



Rita J. Cartwright is a Virtual Assistant and owner of RJ’s
Word Processing Services. She received a Bachelor’s of Science
degree in Marketing from Arizona State University. More information
about Rita and her company can be found at http://www.rjswordprocessing.com

About The Author

Rita J. Cartwright is a Virtual Assistant
and owner of RJ's Word Processing Services, and she began her business
in 2002. In 1998, she received a Bachelor's of Science degree in
Marketing from Arizona State University with a minor in Spanish. More
information about Rita and her company can be found at http://www.rjswordprocessing.com


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Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
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