targeting kev

How to target your audience

Advertisement makers have lots of different techniques and ways of effectively profiling and targeting your audience.

Social Grades

Adverts will also be aimed at different people depending on the age and gender for example in the M&S christmas ad 2013 M&S has a much older market than most large supermarket/department stores which lies around 35 up this is because it is a highbrow and premium store so younger people who have not yet got a stable and decent salary will be much more attracted to the better value but perceivably lower quality therefore they don't try to pander to youth stereotypes or try to have youthful role models in their ad.

People who shop at M&S are generally expected to be middle class or upper class and have come from middle or upper class upbringing as again it is premium and thought of as higher quality so people who can afford it will choose to shop there over “lower quality”. M&S know this and rather than going with a bright loud ad with a cheesy celebrity appearance and a catchy jingle and slogan, they opt for a more film like production telling a story and advertise the brand and the idea of the brand over the next big offer or deal.

Young and Rubicam

It was the advertising company Y&R who took the pre existing maslows triangle and converted it and created the 7 different types of people target the adverts at by categorizing their consumers and working out what each of these types of people respond to they can target their products at the consumers they want.

www.4cs.yr.com/public_ftp/_outgoing/downloads/4cs.pdf

-the explorer- these are usually young people who want to discover and experience new things

-the aspirer- these are usually materialistic people who care about what other people think about them.

-the succeeder- these are self confident and organised people they are generally in management roles and will want prestigious and high quality goods.

-the reformer - these could be seen as the more rebellious and left wing people in society they are intelligent and cannot be easily convinced of something they don't believe in they are usually tolerant of all people and strive to be the leading edge of society.

-the mainstream- these are the sheep of society they are the largest group and respond to value for money and well known brands.

-the struggler- the strugglers are people who live in the now they don't plan ahead and take like as it comes.

-the resigned- these are generally the older members of society who have solid and unchanging traditional values.

In the second M&S ad i analysed i found that these parts related to it

The succeeded – M&S is highbrow and appeals to those who have succeeded. The aspirer – people who can’t afford to shop at M&S will want to work to be able to. The explorer- the advert is motivating you to break boundaries and do something.

Maslows Triangle

This is another technique that the young and rubicam theory is based off advertisers use to target their market is maslows triangle the different tiers of these triangle represent the individual needs off people and what is most important to each person.

I would say that the people that the ad i analyzed appeals to would be in the second from top and some in the top tiers of the triangle.This is because of the target market being 35+ middle/upper class people so would definitely have the bottom two tiers as they can afford to survive, and being the age range of the customers would probably have a family. They will have achieved and expect to have mutual respect peers and confidence. Many will be in the top tier although some may still hold prejudices against the lower classes.