TARGET AUDIENCE - INTRODUCTION,

CHARACTERSTICS OF TARGET
AUDIENCE

4VP19MBA23
MAHESH K S
 INTRODUCTION

Target audience are the individuals, groups and communities that have
influence and decision making power over your brands’ products or services.
They are the ones you are trying to attract and sell to – they are the people
want to communicate with.

A business that strategies and creates messages around a specific target

audience will be more likely to succeed than an organisation that just creates
strategy for “the general public”. Your target audience are the people who are
going to react positively to your messages and take action.
MEANING
Target audience refers to the specific group of consumers most likely to want
your product or service, and therefore, the group of people who should see
your ad campaigns.

PR is a targeted approach to getting your business' messages in front of the

people you want to see them, and clearly a defined target audience is a key
tool for achieving this. Your target audience comes down to who you are
speaking to – the people most likely to be interested in what your business
offers.
 CHARACTERISTICS OF TARGET
AUDIENCE

1. Demographics
Demographics are the attributes, or characteristics, of a specific segment of
the population. Demographic information includes personal characteristics
such as race, sex, education and income level. If you are promoting
scholarships, for example, then you may only want to target people in a
younger age group who have specific educational backgrounds. A
marketing campaign generally begins by finding out the demographics of
the core consumers.
2. Buying History
One important attribute to look for in a target audience is their buying
habits. People who have previously bought products similar to your
offerings are likely candidates to make the same kind of purchase again. If
you are selling recreational water equipment, for example, then aiming
your marketing efforts at people who own boats or other recreational
watercraft will ensure that you are targeting only people who spend money
on recreational water equipment.
3. Geographic Location
National and international marketing campaigns are very expensive. Decide
where exactly your target audience lives, then learn about that particular
market. Study the competitors and local government regulations, and design
your distribution process for the area. An alternative to finding an exact location
is to determine some locational attribute of your audience, such as urban or
suburban.
4. Shopping Habits
People have different shopping habits, and it is helpful if you know where
and how your target audience prefers to shop. One consumer habit is online
shopping; some audiences shop mostly online rather than going to a physical
store to make purchases. Conversely, other shoppers prefer not to purchase
online. Look at your target audience to learn about their shopping frequency
and their loyalty.
5. Business Consumers
Marketing to businesses is different from marketing to individual consumers.
Look at your marketing message, and determine whether you could get
additional sales from business customers. Businesses are more difficult to
define in terms of specific attributes, but you can look at their needs and see
how they relate to your offerings. You may offer products in bulk to business
customers at a substantially lower price than you would offer to individual
consumers.
THANK YOU