Target audience
DefinitionBrand Strategy
Target audience
The group a campaign is built and bought to reach, defined by category behaviour, need, demographics or context. The evidence caveat: for brand growth the target is usually all category buyers, and narrowing is a media-efficiency choice that should be made knowingly, not a default.
Evidence from the library
A famous brand grows at the fringes - new entrants, lapsed users, light buyersPrinciple1.8% / 1.37% / 1.15%Campaigns that target both new and existing customers grow market share faster per year than campaigns targeting only one group.Stat75% / 40%Real-time Big Data targeting raises the share of campaigns with strong activation effects, but comes at the cost of weaker market share growth and price elasticity.Warning68% undervalue creativityMarketers rank targeting above creativity, and the data says it is the other way roundWarningBrand building and sales activation need different mediaPrinciple
Source
Marketing Definitions
standard practice; see How Brands Grow on mass marketing
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DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand