3. A target audience, is a specific group of people within the target
market at which a product or the marketing message of a product is
aimed at. A target audience can be formed of people of a certain age
group, gender, marital status, etc., e.g. teenagers, females, single
people, etc.
To market to any given audience
effectively, it is essential to become
familiar with your target market; their
habits, behaviors, likes, and dislikes.
Markets differ in size, assortment,
geographic scale, locality, types of
communities, and in the different types
of merchandise sold. Because of the
many variations included in a market it
is essential, since you cannot
accommodate everyone’s preferences,
to know exactly who you are
marketing to.
4. To understand the target audience of my magazine, I will need to
evaluate the demographic and psychographic segmentation's of my
market. Demographics explain “who” your buyer is, while psycho-
graphics explain “why” they buy.
5. Demographics are the average or typical characteristics of your target
market -the people who buy your products or services. These
characteristics might include:
Age
Educational attainment
Gender
Marital or Family Status
Annual income
Type of occupation
Region of the country they live in
Number of individuals living in their household.
6. Psychographics however is the generic term for customers personality
traits (serious, funny, conservative) beliefs and attitudes about social
issues (opinion about abortion, environment, globalization), personal
interests (music, sports, movies), and shopping orientations
(recreational shoppers, price-sensitive shoppers, convenience
shoppers).The psychographics are divided into 8 segments.
The eight segments are:
Innovators,
Thinkers,
Achievers,
Experiencers,
Believers,
Strivers,
Makers,
Survivors.
7. Defining a target audience by psychographic variables helps not only
creative directors with the development of advertising appeals but
also media planners with the selection of effective media channels.
If a psychographic group of consumers likes shopping, for example,
they are likely to read fashion related magazines and visit fashion
related Web sites.
Continued.
8. One can effectively reach their desired audience with the combination
of the demographics and pychographics. My target audience will be
middle class females, living in the urban areas and leads a modern
lifestyle. My audience will be between the age of 16-30. Can be
married or Single.
