Branding and target Market:

What is a target market?

The two most important facts about an advertising campaign are the brand itself – that is, the product or service being advertised – and its potential purchasers, its target market. You might think the former to be far more important than the latter, and this would undoubtedly have been the view in years gone by. But today the two are seen to be symbiotic: the brand and its target market are inextricably entwined.

 Advertisers need to find out everything they possibly can about the exact segment of the population they are targeting their unique and individual product to.  Second, the growth of market research allows advertisers to know who their potential customers are with much greater precision than used to be the case. And third, media audiences are themselves now so segmented it is essential to specify the target market in order to advertise in the media which will reach them most.

The outcome of these three factors has been that products and services are no longer designed and formulated for 100% of the population. They are designed for specific c target markets: clearly defined population sectors, large and small.  When I make my advert I must think of the brand and the target audience that I will promoting to.

Research conducted from Winston Fletcher's 'Advertising- A Very Short Introduction.'