Topic 5b:

Target Audience
 Part 1
Defining the Target
Audience

Part 2:
Demographics

Part 3:
Psychographics

Topic 5b: Part 4:

Target Audience Purchasers & Decision
Makers

Part 6: Internet Targets

Consumer Behaviour
A target audience is the specific group
(or groups) to whom an advertising &
marketing communications campaign is
directed.

How large is the group?

Who are they?
What do they do?
What do they think?
Where do they live?
How do they buy?
• You cannot develop a media plan
without first knowing whom you
want to reach with the media
plan .
• You cannot develop a good media
plan without having the right
target audience.
• You cannot develop a GREAT media
plan without having deep
consumer insights.
 Step 1:
Defining the
Target Audience
 Part 1:
Defining the
Target
Audience

• There are many ways to define a target audience.

• For media selection purposes, the 1st step in choosing target
audience is to do the research.

Study syndicated Study the

research reports Study the
Study the Competition
- Provide Including: who does
trade Conduct Your
marketing demographic, magazines
plan behavioural, lifestyle,
their advertising own research
address? What -pay close - To gain insights
- consumer’s and media audience do they attention to how into possible
purchase consumption data for target with media? those companies targets.
behaviour almost every What media channels sell products or
product/service do they emphasize? services like yours.
category
 Part 2:
Demographics
 Part 2:
Demographics

• Demographics are the basic characteristics of a population, including:

- gender, age, income,
- education, ethnicity, marital status,
- size of household, presence of children by age

• Some marketers look closely at defining and describing target audiences in terms of
their life stages.
- Baby boomers
- Generation X
- Millennials
- Generation Z
 Part 2:
Demographics

Baby Boomers Generation X (known as slacker

generation)
• Born during from 1946 • Born after the baby boom
through 1964 ended, from mid-1960s to 1981 Life Stage Targeting
• Grow up in analog era, • First generation group up in
watching & listen to front of TV, video games, MTV,
broadcast & television, but and PCs.
they readily embrace the
digital revolution
• Have high income & well • Gen Xers are assuming
educated leadership positions today &
taking leading roles in the
digital economy.
• Youthful, educated, energetic,
and entrepreneurial, and is
busy having babies and making
lots of money.
 Part 2:
Demographics

Millennials (also known as Generation Z

Generation Y)
• They are the children of • Under the age of 10 Life Stage Targeting
Generation X, birth from
1960s and 70s

• Millennials consumes • Children age growing up

every conceivable form in a world of digital
of media, such as tv, media
radio, internet, texting,
video games etc.

• Gen Y be fond of • They influence today’s

interaction, connection, purchase decisions and
social recognition become a major market
segment in the decades
to come
 Part 3:
Psychographics
• Psychographics are consumer descriptions based on:
- Personality
- Interests
- Activities
- Opinions

• Example (1)
if you were constructing a marketing plan for a product
designed & geared to those who like to cook, the better way
of describing the real target.
- Women 25 -54 (demographic)
- Men/women who love cooking (psychographic)?
• Example (2)
i. I go fishing as often as I can (activity).
ii. I like to learn about how the media company
identify their target audience (interest).
iii. I believe that with the cooperation of all nation,
the outbreak of COVID 19 could be under
controlled. (opinion).
 Part 4:
Purchasers &
Decision Makers
 Part 4:
Purchasers &
Decision Makers

• Are purchasers and decision makers the same people?

The answer: Not always the same.

• Example:
husband goes to dealership, negotiates, and signs the papers
after the wife has decided on the make, model, color, and trim.
In the above example, the wife was primary decision maker.

Who would you target?

The purchaser husband or the decision
maker wife?
 Part 5:
Consumer Behaviour
 Part 5:
Consumer
Behaviour

Stimulu
Post
Purchase s
• In planning media, it is important to understand Evaluation
that purchasers often pay attention to or rely on
Problem
different media at different stages of their decision-
Recognition
making process.

• Diagram 1 is considered purchase process in which

Purchas
the buyer is interested in different information at e
different stages.
Information
Gathering
Evaluate
Alternatives

Diagram 1: Consumer Behaviour for Considered Purchase

 Part 5:
Consumer
Behaviour

Internet Search, Magazine

Seeing TV Commercials Advertisement or Direct Mail Newspaper Ads
Create awareness of a Important for purchaser to To learn who has the prices &
product or brand compare evaluate product product
alternatives
 Part 5: Internet Targets
Consumer • Internet targets can be defined in a variety of ways, including demographic,
Behaviour
psychographic, lifestyle, life stage, product interest etc.
• The important methods of targeting on the Internet with paid search or display
ads/banners.

Behavioural targeting Contextual targeting

Category targeting Keyword targeting

Based on subject Focus on consumers Focus on individual’s It is extension of

matter category who are searching web-browsing search advertising
particular keywords or behaviour - Users can search for
Such as automotive, phrases Such as keywords on Google
gourmet foods, - pages they have and other search
dating, computer visited or engines and see ads
interest etc. - the searches they related to those
have made, keywords
- to select which
advertisement to
display to that
individual.
Reference:
Geskey, D.R. (2017). Media Planning & Buying in the 21 st Century, 4th edition. pg.
239-257. Create Space Ind. Pub
 Class Activity
Compare the target audience of KFC & Texas Chicken advertisement
based on their demographics (including basic characteristics & life stage)