...audience selection

1. Advertising Strategy
Target Audience Selection
3

2. Advertising is always to someone…
The brand and its target market are inextricably entwined
Even the largest, most popular brands are only
used by a minority of the population
Media audiences are segmented - need to match advertising target
audience with media audience
Products and services – including media – always designed for clearly
defined population sectors.
Market research allows advertisers to know who these consumers are
Fletcher (2010 pp 6 – 7)

5. Percy and Elliott’s Five Steps…
Select the target audience
Understand target audience decision making
Determine the best positioning
Develop a communications strategy
Setting a media strategy
Percy and Elliott, 2017

6. Profiling the target audience
Offers a much more detailed understanding…
demographic, geographic and geo-demographic
Objective Characteristics…
Subjective Characteristics…
Psychographics – lifestyle, values, personality

7. Locations… region, country, continent,
Objective and easy to measure, but…
…doesn’t consider variables like loyalty so useful for a market but
not necessarily an audience
Geographic and Demographic
Age, income, education, religion, family, job
Attitudes and behaviours can span different demographics and locatio

8. We can combine the too… and often do
Geo-Demographics
MOSAIC, ACORN and CAMEO for example
A number of databases exist…
Useful for targeting audiences in specific locations

9. MOSAIC

10. ACORN

11. CAMEO

14. Audience Universe
Hours of
total
TV per day
Hours of
commercial
TV per day
Daily
commercial
reach (3min)
Weekly
commercial
reach (3min)
Average
profile
% of TV
live
Ads viewed
per day
Individuals
60,164,75
2 3hrs, 12mins 2hrs, 11mins 64.1 88.8 85% 41
Adults
50,884,55
3 3hrs, 34mins 2hrs, 25mins 67.7 90.1 85% 85% 45
ABC1 Adults
28,305,62
9 2hrs, 58mins 1hr, 51mins 63.4 88.6 47% 82% 33
16-34 Adults
14,495,01
9 1hrs, 46mins 1hr, 23mins 50.4 81.7 24% 78% 26
Men
24,756,73
5 3hrs, 17mins 2hrs, 13mins 65.1 88.7 41% 86% 40
ABC1 Men
13,683,84
3 2hr, 43mins 1hr, 40mins 60.7 87.1 23% 82% 29
16-34 Men 7,310,404 1hr, 32mins 1hr, 12mins 45.7 78.5 12% 78% 22
C2DE Men
11,072,89
2 4hrs, 00mins 2hrs, 52mins 70.6 90.6 18% 89% 54
Women
26,127,81
8 3hrs, 49mins 2hrs, 37mins 70.1 91.4 43% 84% 50
ABC1 Women
14,621,78
5 3hrs, 12mins 2hrs, 00mins 65.8 90 24% 82% 37
16-34 Women 7,184,615 2hrs, 01mins 1hr, 34mins 55.2 84.9 12% 77% 30
C2DE Women
11,506,03
3 4hrs, 36mins 3hrs, 23mins 75.5 93.1 19% 87% 67
Housepersons
27,141,97
9 4hrs, 14mins 2hrs, 53mins 73.8 92.8 45% 86% 55
ABC1 Housepersons
14,520,99
9 3hrs, 28mins 2hrs, 09mins 68.5 91.3 24% 82% 39
Housepersons &
Children 7,019,627 2hrs, 50mins 2hrs, 05mins 67.4 91.6 12% 79% 39
Children 9,280,200 1hr, 17mins 56mins 44.8 81.6 15% 81% 18
BARB, 2019

15. Socio-Economic Class (PAMCo)

17. …growth in key technology platform usage…
Ofcom, 2019

18. Radio media consumption…

19. Subjective Characteristics –
Psychographics…
Lifestyle variables
Non-product related characteristics that can influence
buyer behaviour
Useful for helping to guide creative development
Attitudes, interests and opinions

20. Personality…
Can effect how advertising is processed and interpreted
Personality states… more temporary
e.g. anxiety, worry, happiness, friendliness, professionalism
Personality traits… more or less permanent
e.g. level of self-esteem, introversion/extraversion, etc.

21. VALs…
Considers resources
and motivation…
So motivated by ideals and having a lot of resources
(income, education and similar) makes us ‘thinkers’

22. Values Attitudes Lifestyles…
People buy and seek experiences inline
with their characteristic preferences

23. culture…

24. Segmentation…
About defining a target market, and then defining a
target audience…
Target market segmentation part of marketing strategy
Target market for the brand often wider than the target
audience for a particular campaign
Target audience selection part of advertising strategy

25. Domain level- associated with product category…
decision-making process
Target market groups
category usage behaviour
(Antonides and van Raaij cited in Percy and Elliott, 2017)
attitudes towards category

26. Brand specific level - associated with a particular brand…
brand buying intentions
Target market groups
brand loyalty
(Antonides and van Raaij cited in Percy and Elliott, 2017)
beliefs about the brand

27. Percy and Elliott loyalty model
Satisfaction
Low High
PerceivedRiskinSwitching
HighLow
Loyalty Model Groupings, Percy and Elliott, 2017
Loyal
Vulnerable
Frustrated
Switchable

28. Cost implications…
Loyal
if to your brand, relatively inexpensive to maintain
if not using your brand then more expensive
Frustrated
if with your brand, building more positive attitude rather expensive
if with other brand, some risk in switching so more expensive
If to a different brand, very expensive or even beyond reach
Vulnerable
From your brand, expensive, as receptive to competitors
if sometimes use your brand, relatively inexpensive
from other brands, similar as receptive to competitors
Percy and Elliott, 2017
Switchable

29. Buyer Group Awareness and Attitude
Considerations
Users
Brand Loyals Highest awareness
Most positive brand attitude, likely to filter
competitive messages
Favourable Brand Switchers Awareness should be high
Positive attitude but moderate preference
Non-users
Other Brand-Switchers May or may not be aware
Attitude likely to be neutral or positive
Other-Brand Loyals May or may not be aware
Positivity towards competitive brand
New Category User Both brand awareness and attitude less important
here than category awareness and attitude
Awareness and Attitude Considerations for Potential
Audience Buyer Groups, Percy and Elliott, 2017

30. How does the target audience make buying decisions?
Low involvement/high involvement (high risk/low risk)
Decision-making…
Need to know the where, how and who of decision making
Percy and Elliott (2017)
what is their role, who influences them, trade influence?
why are they the target audience?
Roles… Initiator, influencer, decider, purchaser, user…
Can link target marketing to target audience

31. References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2017) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your search
words.