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Marketing Strategies for Target Audiences

This week's Marketing Strategies lecture focuses on key factors for creating effective advertising materials, emphasizing the importance of geographic targeting and communication methods. It highlights how sensory appeals can enhance memory and consumer response, while also noting the need for adaptable strategies when scaling advertising efforts. Additionally, the choice of medium for ads is crucial, as different platforms attract different audiences.

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Phạm Phương Hiền
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14 views2 pages

Marketing Strategies for Target Audiences

This week's Marketing Strategies lecture focuses on key factors for creating effective advertising materials, emphasizing the importance of geographic targeting and communication methods. It highlights how sensory appeals can enhance memory and consumer response, while also noting the need for adaptable strategies when scaling advertising efforts. Additionally, the choice of medium for ads is crucial, as different platforms attract different audiences.

Uploaded by

Phạm Phương Hiền
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as TXT, PDF, TXT or read online on Scribd

Hello class and welcome back to Marketing Strategies.

This week I will expand on last week's lecture by talking about factors you should
consider
when creating advertising materials and the effects they can have on your product
sales.
Lesson 1. Limit your advertising to the geographic area of your target market.
Though you may have a product that people want in a large area, the distance that
customers
are willing to travel is a significant factor in their choice of where to purchase
that
product.
Take this example. If you're really hungry and decide you want a burrito, would you
choose
the restaurant that is a block from your apartment or the one that is just as good
or
even slightly better across town? Of course you'd pick the closer restaurant.
Next there's the method of communication to your target market. How do you decide
among
radio ads, TV commercials, flyers or even word of mouth? While we often think of
the
visual presentation of ads, there's much more to advertising than the look. Studies
show
that consumers are much more likely to remember advertising slogans if there's also
a sound
plate. Did you know that your sense of smell is closely linked with memory? Think
about
Mandy's candy store up the road. Every time you walk past it, you can just smell
the chocolate.
Right? I bet you can almost smell it now. Just mentioning the name brings about the
smell memory and in turn a chocolate craving. What better way to sell chocolate
buzz?
Obviously, sometimes appealing to the senses isn't the most practical way to
advertise.
For example, it's a good idea to come up with a marketing strategy that adapts to
the product,
especially digital products. The flexibility of this kind of products is extremely
important,
so it's very common for advertisers to form one single layout for all of their ads.
The visual,
the medium, even the majority of the content, and simply update the ad each time
they come out
with a new version. Remember, advertising is all about stirring up the right
feeling in your
potential customers, whether by stimulating the senses, appealing to the intellect
and so on.
Once the customer experiences the ad, the important thing is his or her reaction.
Someone
could love the ad you made, but unless he or she considers buying the product, you
fail to get
the reaction you were looking for. So once you have successfully reached your
target customer,
and you have his or her business, often you'll want to expand to a larger market,
more often than not,
the same marketing strategies you used in your small campaign may not work for a
larger audience.
The larger you scale your product, the more factors you must consider. For
instance,
Apple operates worldwide, so they must tailor their advertising for each market
they enter.
Often you'll see Apple ads on international flights that appear not only in
English,
which is the lingua franca of most regions, but also in the native languages of the
majority of
passengers. I traveled to Russia last week, and it was really interesting to see
the same Nike ad,
so I've seen 100 times, except this time it was in Russian.
Okay, going back to the medium of the advertisement, even after choosing to create
print ads,
instead of radio announcements, television commercials, etc. There is more to
consider.
If you print your ad in a newspaper, it will be read by a far different audience
than if you
print your ad in a popular magazine. Would you put an ad for the new Justin Byber
album in a newspaper?
Probably not, because that product is most suitable for youths.
Let's face it, do you know anyone under the age of 25 that buys a newspaper? No.
Now let's try a few
strategy exercises.

Common questions

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When deciding between different advertisement media, considerations should include the target demographic's media consumption habits, the type of product being advertised, and the sensory engagement potential of each medium. Different media reach different audiences; for example, digital platforms might be more effective for tech-savvy consumers, while print media might appeal to traditional readers. Each medium also allows for distinct types of interaction and engagement, which should align with the product's characteristics and the desired consumer experience .

When scaling marketing campaigns, companies like Apple must consider additional factors, such as localization of ads to fit various linguistic and cultural contexts. As they operate on a global scale, their advertisements often appear in multiple languages, catering to audiences in different regions. This localized approach requires tailoring not only the language but also the cultural aspects of the ads to ensure they resonate with the target market in each specific area. This complexity contrasts with smaller campaigns where such extensive customization isn't required .

Incorporating sensory elements in advertisements enhances consumer recall and engagement by tapping into different sensory triggers that are closely linked with memory. For example, sound can reinforce the memorability of advertising slogans, while scents can evoke strong, specific memories and cravings. This sensory engagement helps create a more immersive and memorable experience for the consumer, which can lead to increased recall and engagement with the product being advertised .

Consumer reaction plays a crucial role in determining the success of an advertising campaign. Regardless of how creatively an ad is designed, if it does not evoke the desired response—such as interest or willingness to purchase the product—the campaign fails to achieve its objective. Successful ads trigger positive engagement, stimulate desires or interests, and ultimately lead customers towards considering and making a purchase decision .

Updating marketing strategies is crucial when expanding to larger markets because a larger and more diverse audience introduces new variables that can affect the campaign's success. For example, cultural differences, language barriers, and differing consumer preferences must be accounted for to maintain relevancy and resonance. Additionally, the methods that worked for a smaller audience might not scale effectively, necessitating revisions to tailor the marketing message appropriately for new target audiences and ensure a successful expansion .

The alignment of marketing strategy with product characteristics significantly impacts advertising success by ensuring that the campaign resonates with the intended audience and highlights the product's unique advantages. For instance, digital products benefit from flexible and continually updated advertising strategies that mirror their adaptable nature. This alignment ensures that both the advertisement and the product appeal coherently to consumer desires and expectations, enhancing the perceived value and driving purchase decisions .

The choice of advertising medium can significantly affect an ad campaign's reach and effectiveness. Different media attract distinct audiences; for instance, print ads in newspapers reach a different demographic compared to those in popular magazines. Moreover, age considerations are critical—certain products targeting younger audiences may not succeed in traditional newspaper ads. Each medium also lends itself to different sensory appeals, such as visual, auditory, or olfactory engagements, which can affect the memorability and emotional impact of the advertisement .

Key elements include geographic targeting, where ads should be limited to the area the target market is willing to travel. Additionally, choosing the right method of communication—such as radio, TV, print, or digital—is crucial. Different media appeal to different senses; for instance, sound is often remembered alongside slogans, while scent can evoke strong memories. It's also important to adapt strategies based on the product, considering updates and changes for digital media. Stirring appropriate emotions in potential customers through sensory appeal or intellectual engagement is vital for eliciting a buying reaction .

Limiting advertising efforts to the geographic area of a target market is critical due to consumers' preference for convenience and proximity. The ease of accessing a product influences purchasing decisions, as consumers tend to choose options that are geographically closer to reduce travel or delivery times. By focusing on geographic targeting, advertisers can more effectively reach consumers who are more likely to engage with and purchase their products, thereby maximizing advertising efficiency and effectiveness .

Companies like Nike adapt their advertising strategies for international markets by localizing their ads for different languages and cultural contexts. This involves not just translating ads but also ensuring they are culturally appropriate and resonate with local audiences. For example, Nike utilizes native languages as seen with their ad in Russian, which suggests the company's commitment to engaging meaningfully with local markets and reflecting cultural sensitivities and preferences .

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