Identifying the Target Audience

The marketing communication process really begins with identifying the audience that will be the focus of the firm's advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments, or a general public or mass audience (Figure 5-2). Marketers approach each of these audiences differently.

The target market may consist of individuals who have specific needs and for whom the communication must be specifically tailored. This often requires person-to-person communication and is generally accomplished through personal selling. Other forms of communication, such as advertising, may be used to attract the audience's attention to the firm, but the detailed message is carried by a salesperson who can respond to the specific needs of the individual customer. Life insurance, financial services, and real estate are examples of products and services promoted this way.

A second level of audience aggregation is represented by the group. Marketers often must communicate with a group of people who make or influence the purchase decision. For example, organizational purchasing often involves buying centers or committees that vary in size and composition. Companies marketing their products and services to other businesses or organizations must understand who is on the purchase committee, what aspect of the decision each individual influences, and the criteria each member uses to evaluate a product. Advertising may be directed at each member of the buying center, and multilevel personal selling may be necessary to reach those individuals who influence or actually make decisions.

Marketers look for customers who have similar needs and wants and thus represent some type of market segment that can be reached with the same basic communication strategy. Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail. The next level of audience aggregation is market segments, broader classes of buyers who have similar needs and can be reached with similar messages. As we saw in Chapter 2, there are various ways of segmenting markets and reaching the customers in these segments. As market segments get larger, marketers usually turn to broader-based media such as newspapers, magazines, and TV to reach them.

Marketers of most consumer products attempt to attract the attention of large numbers of present or potential customers (mass markets) through mass communication such as advertising or publicity. Mass communication is a one-way flow of information from the marketer to the consumer. Feedback on the audience's reactions to the message is generally indirect and difficult to measure.

TV advertising, for example, lets the marketer send a message to millions of consumers at the same time. But this does not mean effective communication has

Indirect Advertising Examples

occurred. This may be only one of several hundred messages the consumer is exposed to that day. There is no guarantee the information will be attended to, processed, comprehended, or stored in memory for later retrieval. Even if the advertising message is processed, it may not interest consumers or may be misinterpreted by them. Studies by Jacob Jacoby and Wayne D. Hoyer have shown that nearly 20 percent of all print ads and even more TV commercials are miscomprehended by readers.10

Unlike personal or face-to-face communications, mass communications do not offer the marketer an opportunity to explain or clarify the message to make it more effective. The marketer must enter the communication situation with knowledge of the target audience and how it is likely to react to the message. This means the receiver's response process must be understood, along with its implications for promotional planning and strategy.

Perhaps the most important aspect of developing effective communication programs involves understanding the response process the receiver may go through in moving toward a specific behavior (like purchasing a product) and how the promotional efforts of the marketer influence consumer responses. In many instances, the marketer's only objective may be to create awareness of the company or brand name, which may trigger interest in the product. In other situations, the marketer may want to convey detailed information to change consumers' knowledge of and attitudes toward the brand and ultimately change their behavior.

Response Process

Continue reading here: Traditional Response Hierarchy Models

Was this article helpful?

+1 0

Readers' Questions

  • latosha
    How marketing communication identifyes their target audience?
    10 months ago
  • Marketing communication can be used to identify a target audience by segmenting the audience into specific demographics, interests, and behaviors. By segmenting the audience, marketers can identify the target audience with greater accuracy and focus their communication efforts towards those particular demographic segments. This can include surveying the audience through qualitative market research, analyzing website traffic and social media engagement to get an understanding of the interests, behaviors and other factors that define a particular audience. Additionally, marketers may use secondary research to obtain data on the target audience to better understand their needs and preferences.
    • novella
      What is considered the target audience in communication?
      1 year ago
    • The target audience in communication is generally the people or group of people who the message is intended to reach. It is important to identify the target audience because the message should be tailored to meet the needs, interests, and prior knowledge of the target audience.
      • stefanie schmitt
        How to identify audience in effective marketing communication?
        1 year ago
        1. Research: Research the target audience to understand their interests and needs. Look into their demographics and psychographics to gain insight into what motivates them.
        2. Identify Behaviors:Identify behaviors that are associated with the target audience. For example, if the target audience is young adults, examine what type of media sources they typically consume and what trends they follow.
        3. Consider Location:Think about the location of the target audience. Consider factors such as their proximity to potential locations or areas of interest.
        4. Utilize Analytics:Analyze data from existing customers or data from previous campaigns to identify trends in the target audience’s behavior.
        5. Segment:Segment the target audience into groups that share similar characteristics. This helps to ensure a more personalized approach to marketing communications.
        6. Create Personas: Create personas to represent different segments of the target audience. Create detailed personas so that you can better understand the needs and wants of each segment.
        7. Monitor Trends: Monitor trends related to the target audience to stay up to date on their interests and needs. Monitor their behaviors to understand how they interact with different elements of a marketing communication campaign.
        • max fuerst
          How to specify target market for communications?
          1 year ago
          1. Conduct market research: Start by analyzing your existing customer base and identify key characteristics such as demographics (age, gender, income level, location), psychographics (values, interests, lifestyle), and behaviors (purchase history, preferences). This information will help you understand who your target market is and how to best communicate with them.
          2. Define your target audience: Once you have researched and gathered data, create detailed buyer personas that represent your ideal customers. These personas should include information about their needs, pain points, motivations, and habits. This will help you tailor your communication strategies to address their specific challenges and desires.
          3. Segment your market: Break down your target market into smaller segments based on specific criteria, such as demographics (e.g., age, gender, location), psychographics (e.g., lifestyle, interests), or behavior (e.g., purchasing habits, user preferences). This segmentation allows you to personalize your messaging and communication channels for each distinct group.
          4. Identify channels suited for your target market: Once you have defined your target audience and segmented your market, identify the communication channels that are most appropriate for reaching them. For example, if your target market consists of young adults who spend a significant amount of time on social media, you may focus on platforms like Instagram or TikTok. If your target market is an older generation, television or traditional print media may be more effective.
          5. Craft tailored messages: Develop messages that resonate with your target market's specific needs and desires. Speak their language and address the pain points and benefits that are most relevant to them. Use the information gathered during your research and targeting process to ensure your communications are personalized and meaningful.
          6. Continuously measure and adapt: Monitor the effectiveness of your communication strategies through metrics like engagement, click-through rates, conversion rates, and customer feedback. Track the performance of different channels and messaging to see what resonates best with your target market. Use these insights to adjust your communications and strategies accordingly.
          7. Overall, effectively specifying your target market for communications involves understanding their characteristics, segmenting them, selecting appropriate channels, crafting tailored messages, and continuously evaluating and adapting your approach based on results.
          • marilyn
            What are the types of target audience and how marketers approach each audience diffrently?
            1 year ago
          • There are various types of target audiences, and marketers approach each audience differently based on their characteristics and preferences. Some common types of target audiences include: 1. Demographic audience: This refers to targeting individuals based on their age, gender, income, occupation, education level, marital status, and other demographic factors. Marketers approach this audience by tailoring their marketing strategies to resonate with the specific characteristics of the demographic group. 2. Psychographic audience: This type of audience is segmented based on their lifestyle, values, attitudes, interests, and behaviors. Marketers approach this audience by creating messaging and marketing campaigns that align with their target audience's specific psychographic profiles. 3. Geographic audience: This involves targeting individuals based on their geographical location, such as country, city, or neighborhood. Marketers approach this audience by adapting their marketing efforts to suit the cultural, environmental, and social factors specific to the target geographic region. 4. Behavioral audience: This audience is segmented based on their purchasing behaviors, brand loyalty, product usage, and response to marketing stimuli. Marketers approach this audience by analyzing their behavior patterns and developing marketing strategies that cater to their specific buying habits or interests. How marketers approach each audience differently:
            1. Understanding: Marketers invest time in researching and understanding each target audience's characteristics, preferences, needs, and motivations.
            2. Messaging: Marketers tailor their messages, tone, and creative assets to resonate with the specific audience. This includes choosing the right language, colors, visuals, and content that appeal to the intended target audience.
            3. Channels: Marketers select the appropriate marketing channels to reach each target audience effectively. For example, younger audiences may be more responsive to social media platforms, while older audiences might prefer traditional media like print or TV.
            4. Customization: Marketers customize their products, services, or marketing offers to cater to each audience segment's specific needs and preferences. Personalization and customization play a vital role in approaching audiences differently.
            5. Emotional appeal: Marketers often use emotional triggers in their messages or campaigns to connect with the target audience on a deeper level. They understand the emotions associated with the audience's desires, fears, or aspirations and craft their marketing strategies accordingly.
            6. Feedback and metrics: Marketers continuously evaluate the success of their marketing efforts by collecting feedback and analyzing key metrics for each target audience. This allows them to make adjustments and improvements to their strategies based on the audience's response.
            7. In summary, marketers approach different target audiences uniquely by understanding their characteristics, tailoring messages, using appropriate channels, customizing offerings, utilizing emotional appeal, and continuously evaluating results to optimize their marketing strategies.
            • Sayid
              What audience attract communication and marketing?
              1 year ago
            • Communication and marketing are used to attract a variety of audiences, such as consumers, businesses, media, potential investors, employees, and partners. Depending on the type of communication and marketing, the audience can vary significantly. For example, a company may use promotional campaigns to target potential customers, while a press release may be used to target journalists and media outlets.