Advertising as a key method for attracting a person to a service
Advertising, well known, is becoming the engine of commerce. Indeed, advertising, in conditions of free competition and a market economy, no matter how high-quality a product is, becomes the main method for attracting a buyer to a product or service.
Advertising, well known, is becoming the engine of commerce. Indeed, advertising, in conditions of free competition and a market economy, no matter how high-quality a product is, becomes the main method for attracting a buyer to a product or service. The likelihood of buying a product or ordering services without this attention draw is noticeably less.
Being one of the defining categories of the media planning process, the target audience is a group of people that the advertising company is focused on. This group is determined primarily by what specific social stratum a product or service is suitable for, and how price and other characteristics of a product determine it. These conditions, as is easy to see, also represent a single logical whole.
The target audience is set by all kinds of socio-demographic indicators, such as the level of affluence, membership in a particular sociocultural community or layer, age, gender and other indicators of this kind. The advertising concept may change depending on the salary level of the category that the advertising company is oriented to.
It is also important to know the social face of the target audience. You should know as much as possible about them, with the greatest accuracy – how they earn a living, what their hobbies, views, values are, what they love and what they dislike, how they spend their free time. All these numerous details are extremely important for advertising, and its success depends on how much they are taken into account.
It is extremely important for successful media planning to have true information about what kind of media representatives of the target audience use. What Internet resources do they turn to, do they read newspapers, do they listen to the radio, and, if so, which channels do they watch, which programs, at what time? Ignoring all this can be a major mistake, which can significantly damage the success of the advertising company, since advertising will not reach the intended recipient, the target audience.
The target audience is not always easy to determine. It is very difficult to solve this issue of paramount importance when it comes to a new product, which is only preparing to enter the market, or has recently appeared on it. Often in this case, specialized studies are organized. You can use the ready-made information base on consumption – Media Marketing Index (MMI), this study is conducted by Gallup Media Asia twice a year – and refuse to conduct your own research.
It is necessary to determine the “portrait” of a potential consumer at the initial stages of media planning. People who fit this “portrait” become the addressees of the advertising company. This group of people is called the target audience.
When navigating an advertising campaign, one should be guided by ratings relative to the target audience. In other words, no matter what the overall rating of a particular media is, the percentage of the target audience present in this rating is many times more significant. There is also a target audience called “All people”. “All people” is a special case of the target audience, however, no target audience can exceed it in terms of the number of people.
Defining the target audience involves a series of steps. To begin with, by gender, age and affluence, the percentage of consumers is set demographically, that is, what proportion of women, men, adolescents purchase this product. In addition, the frequency of consumption in the group is determined (the number of times a week, per day, per month). And, finally, thirdly, magazines and newspapers preferred by consumers of this product are found out. It is also important that the target audience is not too modest in size, since the size of the error in media measurements is greater, the smaller the target audience.
It turns out that the importance of correctly highlighting the target audience cannot be denied, since it helps to more individually, intelligibly and adequately appeal to potential consumers, which will increase the company’s efficiency many times over.