Transcript Advertising

Target Audience
and Persuasive
Media Strategies
Target Audience
 Every piece of media has an intended target audience –
everyone has different interests and backgrounds
 Criteria that makes up target markets:
 -geography (country, province /state, city)
 -demographics (age, gender, race)
 -socio-economics (occupation, income, family, education)
 -psychographics (attitudes, values, lifestyles)
-
Target Audience –Geography
Criteria Example
 The Double Stuf Oreo cookie is
a popular cookie in North
America
 However, Kraft has formulated a
different version of the Oreo to
target consumers in Germany.
The German version contains
dark chocolate because of the
European’s preference for it.
Target Audience –
Demographic Example
 World Wrestling Entertainment’s (WWE)
target market is young males of various
ethnicities (Caucasian, Hispanic, AfricanAmerican, etc).
 Monday Night RAW® is the number one
entertainment program on primetime
cable among male viewers (2 million+)
including the male demographics of 1834, 18-49 and 25-54. It is shown at 9:00
PM ET to reach its target market.
Target Audience
Socio-Economic Example
 Mercedes has
established itself
as a car that
represents
power and
prestige – they
advertise some
of their cars to
those who have
a lot of money
and status.
Target Audience –
Psychographic Example
 Psychographics is one of
the most broad and
diverse market factors –
marketing is geared to
those with different
attitudes, interests, and
beliefs (psychology of the
consumer)
 The Ford Escape is
marketed towards those
who have an interest in
being environmentally
friendly.
Determining Target Audience
 Determine who the target audience / market would be
for the following pieces of media:
 Support your answer with reference to geographic,
demographic, socio-economic, psychographic factors
 http://www.youtube.com/watch?v=QVWRXZWGzzI&feature=related
 http://www.youtube.com/watch?v=KrIiYSdEe4E&feature=fvwrel
 http://www.youtube.com/watch?v=0YBAast9a9U
Target Audience
 Who is the target audience for this ad? Consider all
criteria...
 http://www.hdsb.ca/Pages/Home.aspx
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Advertising Strategies
 There are a number of different strategies that mediums use to sell their
products, services, and ideas – here a few of them:
 Emotional Security
 Ego-Gratification / “Cool”
 Sexual Desire
 Power
 Ideal Life
 Excitement
 Bandwagon
 Facts and Figures
 Repetition
 Heart Strings
Advertising Strategies –
Ego Gratification / Identity
 -Media sells you an identity along with its message (you will
be more desired, smarter, more powerful, more “hip”,
successful, etc)
 -What “identities” are the following media selling your ego
along with their message?
 http://www.youtube.com/watch?v=Lpo__xhTSv8
 http://www.youtube.com/watch?v=sjSG6z_13-Q
 http://www.youtube.com/watch?v=wV1FrqwZyKw
Advertising Strategies –
Emotional Security
 -Media convinces you that the product, service or idea
will provide you peace of mind.
 -You will be free from guilt, fear, ridicule, stress, etc if
you buy whatever they are selling
 -What emotional security are the following media
offering you?
 http://www.youtube.com/watch?v=G51UTM76xYI
 http://www.youtube.com/watch?v=owGykVbfgUE
Advertising Strategies –Heart
Strings
 -Media persuades you by “pulling on your heart strings”
- drawing you into the story of the medium through
emotion
 -What heart strings are the following messages pulling
on?
 What are they trying to sell you along with their main
message?
 http://www.youtube.com/watch?v=k5QE7KV6gQY
 http://www.youtube.com/watch?v=-ae3tFI8wXE&feature=related
Advertising Strategies
 Media will use fancy “packaging” to help sell their message
to you (again this could be a product, service, idea, or
identity).
 There are a number of other “fancy packages” that media
use other than the ones mentioned before
 *Remember media is often trying to sell you something along
with whatever their message is (again think emotional
security, power, ego / vanity, specific identities)
 *Look at your attached handout for other strategies used by
the media to sell their message
Target Audience and Ad
Strategies
 Your job is to choose two (2) ads from one of the magazines in
class and present an analysis on them to the class.
 Your analysis must include the following:
 1. Who is the target audience (reference all criteria - geography,
demographics, socio-economics, psychographics)
 2. What is being sold to you directly and indirectly (consider power,
ego, identity, love, success, etc)
 3. What persuasive strategies does the ad use
 4. What conventions of the medium does the ad use to be
persuasive (consider color, diction, images, organization, etc)
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