Referencing What You Have Learned About Target Markets

Referencing What You Have Learned About Target Markets Media Objectiv

Referencing What You Have Learned About Target Markets Media Objectiv

Referencing what you have learned about target markets, media objectives, different media alternatives and costs, this week's readings, and your marketing plan, continue to develop your media plan by identifying your target market and your media objectives. Task Develop the next two portions of your media plan. Media Plan Part 3: Target Market · Research and complete the chart including: demographic, socio-economic, age, gender and other pertinent data related to the audience. · Write a narrative to justify and support the findings listed in the chart. The contents must be a minimum of two paragraphs in total and have sufficient information to further develop the media plan. Target Audience For: ________ List brand/product name_______________________________________ GEOGRAPHIC Location DEMOGRAPHIC/ SOCIO-ECONOMIC Age Gender Race Income Education Family Lifecycle Career Household size PSYCHOGRAPHIC Lifestyle Attitudes/Beliefs BEHAVIORAL Purchasing Habits & Characteristics Media Plan Part 4: Media Objectives Prepare a list of media objectives that identify the marketing target and how many times they should see the advertising. Be sure to include a measure of success with a defined timeframe.

Paper For Above instruction

The development of an effective media plan hinges on a clear understanding of the target market and setting precise media objectives. For any product or brand, identifying the core demographic and psychographic characteristics ensures that advertising efforts are directed toward the audience most likely to respond positively, thereby optimizing marketing spend and enhancing campaign success. The targeted audience should encompass detailed data including geographic location, age, gender, race, income level, education, family lifecycle stage, career status, household size, lifestyle, attitudes, beliefs, and purchasing behaviors. This comprehensive profiling allows marketers to craft messages that resonate on a personal level, increasing relevance and engagement.

Supporting this approach, research indicates that tailored media strategies significantly improve campaign effectiveness by reaching consumers where they are most active and receptive. For example, if targeting young urban professionals, media channels such as social media platforms (Instagram, LinkedIn) and digital streaming services (Spotify, YouTube) are appropriate, and frequency goals should be aligned with typical consumer exposure patterns—such as seeing ads at least three times within a two-week period. Furthermore, establishing clear media objectives involves setting measurable goals, such as achieving a 20% increase in brand awareness within three months, or attaining a specific reach and frequency threshold that ensures sufficient exposure to influence purchasing decisions. These objectives serve as benchmarks for evaluating the success of the media campaign and guide ongoing adjustments to optimize results.

References

  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  • Clow, K. E., & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications. Pearson.
  • Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Percy, L., & Rosenbaum-Elliott, R. (2012). Strategic Advertising Management. Oxford University Press.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction. Pearson.
  • Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer Behavior. Cengage Learning.
  • Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and Methodological Foundations. Springer Science & Business Media.
  • Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
  • Hackett, S. (2019). The New Rules of Marketing and PR. Wiley.
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