Who should I target with my advertising?

Andrew Green

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest.

Who should I target with my advertising?

Andrew GreenZenithOptimedia

BACKGROUND

In a perfect world, marketers' messages would reach only the people to whom they are relevant and useful, at a time when they are receptive to them. Perfect for consumers, because advertising would not be unwelcome and perfect for the marketers, who would neither irritate potential customers nor pay for reaching people unlikely to take notice.

In an imperfect world we have targeting, which involves focusing as much as possible on the consumers most likely to respond to the advertising. The main ways people are segmented include:

  • Demographics

  • Geodemographics...

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