Target AudienceCREATI

VE

Lesson Goals

MUST - understand the importance of identifying the target audience and how they can be categorised

SHOULD – be able to understand the different segments within a market and the design considerations that must be given to each

COULD – analyse a range of current adverts and promotions in relation to each segment

KEY WORDS: Target audience, categorised, segmented, considerations

What is a Target audience?

understand the importance of identifying the target audience.

Extension task: Who are Apples target audience?

Target audience can be defined as a particular group at which a product is aimed.

The publications you create will need to serve your purpose and appeal to your target audience.

Having a clear perspective of the target audience will ensure you produce a publication that is fit for purpose.

Market segmentation

What is a Market segment?

Extension task: How do companies segment their market?

understand the importance of identifying the target audience.

Market segmentationunderstand the importance of identifying the target audience.

The dictionary defines a segment as:

“one of the parts into which something naturally separates or is divided; a division, portion, or section”

Most markets contain different groups of customers who share similar characteristics and buying habits.

Collections of similar buyers make up distinct market segments.

Segmentsunderstand the importance of identifying the target audience.

How do you think markets can be segmented?

Extension task: How does Apple segment its market?

Segmentsunderstand the importance of identifying the target audience.

Markets can be segmented in various different ways. A few examples are:

Gender

Age

Ethnicity

Income

Location

Task Watch the following adverts and think about answering the following questions.

Who was that advert aimed at? (Gender, Age, Ethnicity, Income, Location)

How was it aimed at those segment?

What considerations where given when designing that advert for the chosen segment?

understand the importance of identifying the target audience.

Video 1- ASOS web bannerWho is this product aimed at?How is it aimed at that segment?What considerations were given when designing this advert/product?

Who is this product aimed at?How is it aimed at that segment?What considerations were given when designing this advert/product?

Video 2 - CBeebies animated logo

Who is this product aimed at?How is it aimed at that segment?What considerations were given when designing this advert/product?

Video 3- Ford

Who is this product aimed at?How is it aimed at that segment?What considerations were given when designing this advert/product?

Video 4 – Financial Times

Who is this product aimed at?How is it aimed at that segment?What considerations were given when designing this advert/product?

Video 5- Xbox One