Identifying your target market

By identifying your primary target market, you can do a better job of narrowing your media buys, which leads you to a bottom-line budget figure that makes sense. This information also helps you when the time comes to design and write your ads. Teenagers, as you know, speak an entirely different language than adults, so not only must you buy the media they’re attracted to, but you also want to write and design your ads to attract their attention in the first place.
For example, if you own a skateboard store, then you’re going to target teens rather than senior citizens, right? And those teens aren’t reading the newspaper or looking at direct mail pieces; instead, they’re online at their favorite Web sites, listening to very narrowly programmed radio stations, and watching certain TV shows. If, on the other hand, you’re selling luxury cars that are purchased primarily by affluent adults over 55, you can do well by placing ads in the business section of your paper and buying spots on radio stations programmed with news, talk, oldies, or classical music. In other words, just a little bit of thought into who your target market is and what forms of media it pays attention to can save you lots of money and tons of grief.