Target Audience In Advertisement.
Target Audience In Advertisement
The invention of the Internet has enabled information to reach most parts of the globe instantly. The world Wide Web enhances the availability of the various application, which can fit the needs of the consumers. The enhancement of much application in the internet system allows the consumer to receive only the advertisements that fit their lifestyle. Targeted advertisement through the internet application reduces cases of advertisement reaching an untargeted audience such as marketing through billboards, television, and radio program. The targeted advertisement is beneficial to both the targeted audience and the advertisers. For the advertisers, they have enough confidence that their advertisement will have a positive impact on the market of their product because they reach the relevant audience who are presumed to be concerned about the company’s product and services. Another advantage is that the advertising company does not incur the unnecessary cost of advertisement to an unintended audience. On the other hand, the consumer can get information about the product that they intend to purchase easily. The information contained in the message of the advertisement is usually short and straight to the point concerning a particular product. Thus, only the basic information about the product, where to get it, and sometimes the price of the product are included in ads (Barwise & Strong, 2002). Therefore, for the advertisement to be effective, it is better to understand the demographic characteristics of the consumer targeted in the process of advertisement. Such demographic characteristics include sex, age, household size and income. Purchasing habit and purchasing power also are important characteristics that one needs to consider when targeting audience.
Audience Targeting in Advertisement
Choosing the appropriate group of the advertising is not an easy task when one is using social media sites. It is deemed necessary to consider various factor while selecting a particular group of individual that the advertising information is supposed to reach. Audience targeting is key of the objective in any advertising process. It involves translating the message and information to the intended audience. Thus, in audience targeting advertising one needs to ensure that the audience they are targeting are the one that the advertisement was intending to reach. There are various channels used to reach customers and potential buyers. These channels include television shows, broadcasting programs, print media, mobile phones, billboards, and the internet among others. Therefore, knowledge of the various audience is fundamental in ensuring that advertisement is cost effective. It is advisable to obtain some of the vital information concerning the target group so that to ensure the advertisement message reach them in the appropriate way and also avoid wastage of resources by advertising to the wrong audience.
Information Needed to Develop Advertisement to a Target Audience
Placing ads to reach a given target group requires one to get detail information concerning a given target group so as to determine if the advertisement will be effective. A marketer requires the demographic information, the lifestyle, geographical information, and behavior information of a target audience (Summers, Smith, & Reczek, 2016). Some of this information helps to advertisers design appealing ads to the target audience and determine the most effective channel of relaying the information to reach a large population. The demographic information refers to all the information needed about the characteristic of the target audience. This information consists of gender, age, marital status, ethnic group, income, and education. Various ads target a specific group of people in the society because each group has its need. For example, ads concerning toys are linked with programs that are attractive to children such as cartoon (Leong, Huang & Stanners, 1998).
Income information determines whether it is worth placing the ads to a given audience because it determines if they can afford the product advertised. Academic qualification determines if the target audience understands the meaning and benefit of the advertisements. Advertising a product to a group who does not understand the meaning and the benefit is wastage of resources. In Facebook, one is supposed to look on all the details information concerning a given group that is supposed to be targeted in the advertisement.
Lifestyle data is important to advertisers. Lifestyle affects preference and interest of particular good and services. It also affects the purchasing capability of a particular product and services. The target audience may like a given advertisement because it is in line with their lifestyle. Behavior information is another vital information that one need to consider when planning an advertisement. The attitude of the people affects the effective communication of ads to the target audience. The advertisement should be in a way that motivates the audience. Linking advertisement with the lifestyle of a group increases the chance of influencing behavior. For example, according to Hsu and McDonald (2002) adding ads to web pages of celebrities in the United States leads to the increased use of mustache milk by people of all gender and age. It is because the US people have a positive attitude toward celebrities. The geographical information of a target audience is another factor that determines the channels to use in advertising. One must consider the geographical location of your target audience; people have different choices of good and services because of where they live. People who live in town and cities have different needs compared to those who live rural areas. For example, there is a greater demand for food products in an urban setting than in rural areas, so an advertisement for food products will be suitable for urban residence than the rural areas. Moreover, communication channels are not the same in all geographical location; one need to establish the most appropriate communication method available to your audience so that you use it for your advertisement to reach the targeted audience.
Comparison of Facebook to other Advertising Channel
Social media networking is the latest form of communication. There are various social media such as Facebook, Twitter, Myspace, Instagrams, WhatsApp among others. These sites have been used vibrantly in advertising products and services of various organization and enterprises. It is because they are convenient and cost effective. The most common social media site that is used by many organizations is Facebook because of its popularity and effectiveness. Mark Zuckerberg established Facebook in the year 2004, and it had more than one billion users by the year 2014 (Smith & Offodile, 2016). Most of these users are active on a daily basis and are a target group for marketers. Also, the channel of communicating an advertisement to a wide group of targeted audience across the world increases the market of goods and services. The mission of the Facebook is to “gives people the power to share and make the world more open and connected.” (Smith & Offodile, 2016). The social media has changed unidirectional communication in advertising specific product and services to multidirectional, which enables advertiser, stakeholders, and consumers to get information and views concerning the product. Facebook was initially targeting college students, but it later changed its audience to everyone beyond thirteen years so long as a person has an active email address or has a phone number. The invention of Facebook page in the year 2007 was a remarkable step in the advertisement industry (Ballings & Van den Poel, 2015). Therefore, the organization has the freedom of advertising their product and services in their website page to which they have follower and fans.
Advantages of Facebook to other Advertising techniques
Facebook has many advantages compared to other forms of advertisement techniques. Facebook is one of the most efficient and cost effective modes of advertisements. Facebook advertisements are almost free and the most cost effective mode of advertisement that would reach a wide group within a very short time. Facebook advertisement can occur in many forms including picture, video clip, messages, voice recording, links, and infographic. Currently, Facebook is offering both video call, and voice calls through a various Facebook application that helps to reach the targeted audience all over the globe at an affordable rate. Facebook has demographic data for all it users and thus its advertisement are to a specific group of people. When advertising company or individual want to target a specific group using Facebook they only need to filter the specific demographic data. According to Bartlett Ellis, Carter-Harris, Rawl & Warrick, (2016), Facebook was able to reach 56,621 targeted audience at a total cost $1.81 within eighteen days while the newspaper was able to reach only 331 targeted audience within three days at the cost of $50 per day. Moreover, advertisements through Facebook is long lasting and can be able to reach the target audience for a very long time compared to other modes of communication such as broadcasting station, television, and print media.
Ballings, M., & Van den Poel, D. (2015). CRM in social media: Predicting increases in Facebook usage frequency. European Journal of Operational Research, 244(1), 248-260
Bartlett Ellis, R., Carter-Harris, L., Rawl, S., & Warrick, A. (2016). Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research
Barwise, P., & Strong, C. (2002). Permission‐based mobile advertising. Journal of Interactive Marketing, 16(1), 14-24.
Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
Leong, E. K., Huang, X., & Stanners, P. J. (1998). Comparing the effectiveness of the web site with traditional media. Journal of Advertising Research, 38(5), 44-45
Smith, A. D., & Offodile, O. F. (2016). Ethical and Managerial Aspects of Social Network Advertisement. Journal of Electronic Commerce in Organizations (JECO), 14(4), 28-51
Summers, C. A., Smith, R. W., & Reczek, R. W. (2016). An Audience of One: Behaviorally Targeted Ads as Implied Social Labels. Journal of Consumer Research, ucw012.
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