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.
Where it's used
Used in every brief and media plan. Good for deciding who the work speaks to, and for separating that from who the media reaches.
See it in a campaign
Old Spice: The Man Your Man Could Smell Like (2010)
Old Spice sold men's body wash by talking to women, because research showed that women were buying much of it. Isaiah Mustafa looks straight at them: "Look at your man. Now back to me." The creative targeted the household buyer, while the media ran online and on TV shows that couples watched together. Who the work speaks to and where it runs were two separate decisions.
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