Target Advertising - article by MOREinfo-About.com

Target Advertising

Target advertising may be directed to a group of people who are existing customers or clients of the advertiser, or target advertising can be directed to a group delineated through research to be potential customers. In the latter case, direct mail as a form of target advertising might be sent to a list supplied the advertiser and "guaranteed" to be composed of a group of potential customers. Such lists are theoretically developed through research. Target advertising of high end products might be directed to, say, persons with incomes upward of $200,000 annually.

Direct mail is only one form of target advertising. Another is the choice of media for an advertising campaign. Ads placed in teen magazines, for instance, obviously are promoting products of interest to young people through such target advertising. Likewise, the manufacturer of electronic components will use target advertising in magazines read by the manufacturers who use their components. Copy and art will emphasize the benefits of using the advertiser's materials in the reader's end product.

Business and industrial shows are also a form of target advertising and promotion. The people attending the shows will be interested in products pertinent to their businesses, and the target advertising will include demonstrations, exhibits of items, promotional literature and of course sales talk.

The cosmetics and fashion industries target women of all ages by their target advertising in publications directed to female readers such as Vogue and Cosmopolitan. Target advertising on TV would include commercials shown on the shows women typically watch, such as the Oprah show. Many manufacturers of household items also use target advertising to women.

Almost every industry uses some form of target advertising, as their advertising dollars are most effective when the appropriate audience is reached. Even companies who are seeking new customers for a product they are introducing usually target at least a broad group of individuals. Some drug companies, for instance, though using the broadest medium, TV, will direct their commercials to an age group, a form of target advertising, even though millions of persons outside that group will be seeing the commercial.

The automotive industry is another example in many cases of target advertising. In this case the advertiser may be running advertisements on a show which reaches a very broad segment, yet still target a specific group through the emphasis on certain features of the product. By stressing safety, for instance, the target advertising would be appealing to family persons, particularly women. Other features of the car might be emphasized at the same time to target an additional segment of the market.

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