Advertisement is one of the main media that corporate uses in order to make their objectives and ideas clear. One of the most accepted definitions of advertising is given by American Marketing Association, according to which advertising is any paid form of non-personal presentation and promotion of goods, services and ideas by an identified sponsor. It helps to create and maintain brand identity. Advertisement plays a vital role in making a product familiar to the customers. It is considered as one of the main tools of companies, for publicity.
Advertisements do change over the period of time. Shifting the target audience is one of the main reasons for this change. Target audience is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy. It is proven that businesses must have a clear definition of their target market as this can help reach its target consumers and analyse what their needs and suitability are. It is important for a business to identify and select a target market so it can direct its marketing efforts to that group of customers and better satisfy their needs and wants. This also allows for better understanding of customers and therefore enables the creation of promotional materials that are more relevant to customer needs (JSTOR). Identifying the target group helps the company to develop effective marketing communication strategies. Every advertisement is aimed at a particular target group and hence they will be different from each other in their theme, structure and all other aspects.
Role of target audience is vital in all stages of the brand’s success. Without creating an effective target audience, a brand cannot decide the future aspect of the product as the product is completely depended on the people who consume it. Thus target audience forms the fundamental element of all brands. Depending on the industry, product or service, correctly choosing the target audience is not always easy. There are many unknowns, constant shift in the market, fault assumptions and many other factors that make this a tricky process (Mary Pomerantz Advertising).
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