Targeting Consumers
For a company's product to successfully promote, the company must know how/know to sell it, who is going to buy and use the product. Companies use different types of promotions and target specific groups of consumer. For example, children's viewing time feature advertisements for proudcts that attract young children and adolescents (such as toys and snack food). Made aware of the products, children will often try to persuade their parents to purchase the product.
Teenagers may also be targeted by advertisements featuring personalities popular to youth. This approach is frequently used to sell products such as clothing, music and fast food (which are largely bought by this age group). These promotions often take place in the media popular with teenagers. E.g. Fashion and recreational magazines ( such as Dolly, Girlfriend, TV Hits, Barbie and Surfing World, and television programs such as Rage, Video Hits, The Simpsons, Friends, Seinfield and Home and Away. Products directed towards adult consumers are often advertised during television programs that are popular with adults, as well as newspapers and magazins read by adults. Publications such as Woman's Day, New Idea, Women's Weekly and Cosmopolitan are popular with women. Wheels Magazine, The 'Bulletin' and 'Time' are examples of magazines popular with women.
Teenagers may also be targeted by advertisements featuring personalities popular to youth. This approach is frequently used to sell products such as clothing, music and fast food (which are largely bought by this age group). These promotions often take place in the media popular with teenagers. E.g. Fashion and recreational magazines ( such as Dolly, Girlfriend, TV Hits, Barbie and Surfing World, and television programs such as Rage, Video Hits, The Simpsons, Friends, Seinfield and Home and Away. Products directed towards adult consumers are often advertised during television programs that are popular with adults, as well as newspapers and magazins read by adults. Publications such as Woman's Day, New Idea, Women's Weekly and Cosmopolitan are popular with women. Wheels Magazine, The 'Bulletin' and 'Time' are examples of magazines popular with women.
Target Markets
Target markes most product promotions will be targeted to appeal a specific age and group. E.g. middle aged men, the professional women and the aged (Each specific group is
called a target market). Mass marketing recognises that some products (e.g. food and household items) are used by a large proportion of the population. This kind of marketing is usually informative and targets a variety of people in the community, not specific groups. Niche marketing, on the other hand, targets smaller groups of potential buyers. The aim is
to sell a particular product in small or/and exclusive marketing.
Such products include luxury cars, ski equipment and adventure holidays. The
price of these products are rarely an issue; the image promoted and advertised,
manupilated that adverisement is more important.
The processes involved in
gathering information about a potential maket are complex and may include market
research, surveys and focus groups. Companies usually undertake market research
to gather information about the needs and desires of potential consumes. This
information is then used to expand to potential consumers, this information is
then used to target markets. Surveys can be done in person or via the telephone,
the researcher will normally ask a number of questions that identify demographic
and/or social group the consumer belongs to, and then asks the consumer to
respon to questions about the product or service being promoted.
A focus group is a group of potential consumers, chosen at
random, who are brought togethe and asked to respond to a campaign developed to
promote a particular good or service. Advertising agencies use focus groups to
assure the campaign they developeded appeal to the target market. They can also
be used to check whether there is a demand fo the actual good or services being
sold.
called a target market). Mass marketing recognises that some products (e.g. food and household items) are used by a large proportion of the population. This kind of marketing is usually informative and targets a variety of people in the community, not specific groups. Niche marketing, on the other hand, targets smaller groups of potential buyers. The aim is
to sell a particular product in small or/and exclusive marketing.
Such products include luxury cars, ski equipment and adventure holidays. The
price of these products are rarely an issue; the image promoted and advertised,
manupilated that adverisement is more important.
The processes involved in
gathering information about a potential maket are complex and may include market
research, surveys and focus groups. Companies usually undertake market research
to gather information about the needs and desires of potential consumes. This
information is then used to expand to potential consumers, this information is
then used to target markets. Surveys can be done in person or via the telephone,
the researcher will normally ask a number of questions that identify demographic
and/or social group the consumer belongs to, and then asks the consumer to
respon to questions about the product or service being promoted.
A focus group is a group of potential consumers, chosen at
random, who are brought togethe and asked to respond to a campaign developed to
promote a particular good or service. Advertising agencies use focus groups to
assure the campaign they developeded appeal to the target market. They can also
be used to check whether there is a demand fo the actual good or services being
sold.