The target audience

1. Subway “The moment of decision”
Target audience
From the advert and the selling
point of the brand, its target
audience is working adults that
don’t have enough time to sit
down and eat a meal. Most of
their adverts include actors
who seem to be in their 20’s
and 30’s an are all nicely
dressed, as if they would work
an office job.

2. Young & Rubicam and 4 C’s
• The aspirer and the mainstream audience groups
apply to Subway the most. In terms of the aspirer,
those people are very wary of how others
perceive them. By going to places such as Subway
which is seen as a better alternative to other fast-
food places, they want to portray themselves as
the people who can afford more expensive food.
• For the mainstream audience they are the
majority and tend to simply copy what others do.

3. GEARS
• Gender- Subway doesn’t show any favouritism in terms of
audience targeting and would want both genders to be attracted
to their brand as they want the largest possible audience.
• Ethnicity- Once again as it is a restaurant it doesn’t want to
target a specific group of people based on ethnicity as that as
itself doesn’t conclude anything specific about an individual that
the business is targeting in a person, such as food preference
and financial status.
• Age- From Subways advertisements and promotional pieces an
age group is shown being targeted. Subway appears to want to
target young people and working adults, 16-45, as they portray
themselves as the popular and more efficient fast-food
establishment, which has characteristics that appeal to each of
the respective age groups.

4. GEARS
• Region/identity- In terms of geographical region Subway
definitely targets high traffic and high population areas, as this
would give them the highest possible customer base possible so
the area. However in terms of an individuals regional identity
there once again doesn’t seem to be a targeted audience as they
don’t want to exclude a group of people.
• Socio-economic group- Subway seems to want to target the
working and middle classes through what has been seen in their
advertisements. Their business focuses on providing a healthier
alternative to fast-food and producing it quickly, which appeals
to the working man who sometimes doesn’t have much time for
lunch brakes and needs something quickly. And it appeals to the
middle class which has become synonymous in recent times
with exaggerating the healthy lifestyle.

5. Traditional segmentation models
• In marketing the main traditional segmentation models use the
populaces; Demographics, age, sex and demographics,
Geographic, urban areas or remote individuals, Psychographics,
lifestyles and personality characteristics, Behavioral, purchasing
and consumption behaviors, luxury-seekers or early adopters.
• These segmentation models can be effectively used in the
targeting of an audience for a product/advert. With Subway in
mind these models can be seen in use in the way they market
and produce their advertisements. They are conscious about the
way they target their audience through their spending
tendencies and characteristics. They want to appeal to the
people that are price conscious and quality conscious, which is
why they advertise themselves as healthy and fresh, through
their slogan especially “Subway, eat fresh”.

6. Analysis and conclusion
• The advert was able to show evidence of audience targeting
through their casting and overall representations in the video. Their
target audience of the average working man is shown early in the
video through the way the people are dressed in the restaurant. By
seeing these representations, the people who see themselves as
similar to those on screen are more likely to think of the brand as
appealing to themselves, especially for people who show
characteristics from the mainstream segment from Young and
Rubicam’s 4 C’s.
• In my opinion the advert was successful in achieving persuasive and
attractive advert to appeal to their target audience. The advert
showed evidence of comedy that would appeal to their older
working target audience through the segment with the boss and his
employee seeing each other in an awkward out of office situation.

7. Analysis and conclusion
With the inclusion of audience targeting models
and theories the advert worked well for me as a
potential customer. This specific advertisement
mainly focused on targeting the older audience,
around 20’s and 30’s, but is was still appealing to
me as the younger audience due to the use of the
intense atmosphere created by the actors body
language and the score used through out the
advert. But the main selling point for me as the
viewer was compilation of the food being made,
which is a major part of any food advert.