ByDemudu Naidu(1225109204)Govind Rajulu(1225109210)

Hemanth kumar(1225109211)

Naveen Kumar(1225109225)Pradeep

Kumar(1225109232)Venkateswara

Rao(1225109248)

Audience Analysis in Advertising

It takes more than luck to separate today’s business winners from losers; it takes understanding

What do you think about advertising?

Fun?

Deceptive?

Innovative?

Hard work?

Creative?

Aggressive?

Defining Advertising…..

• “Any paid form of non-personal presentation of ideas, goods and services by an identified sponsor” - American Marketing Association

Defining Audience….

• “A gathering of spectators or listeners at a performance.”

Role.....• Creates awareness

• Communicates attributes and benefits (rational and emotional)

• Reminds and refreshes to ensure top of mind awareness and

that a brand is in consumers consideration set

• therefore generates repeat purchase

• and over time contributes to loyalty and the franchise of a

brand

• It does not persuade consumers against their will to do things

they do not wish to do, or to purchase things they do not wish

to purchase.

Audience Analysis

• “Audience Analysis is defined as the understanding of the

consumer group for which the design is targeted. This would

include the, demographics, physical location, amount of time

available to view the design, and interest in the subject matter. “

• A study of customer needs and wants. These could either be

explicit, implicit or both.

• Key:

To gather as much information as possible so that the final

product will be well received by the target audience

Audience Analysis

Who will view ad and why?

What are the preferences and objections of my

audience?

What are the needs and goals of

my audience?

How do I make communication

clear?

Consumers’ Perspective

What we buy?How we buy?Where we buy?When we buy?In how much

quantity we buy?

• Perception• Self concept• Social and cultural

background• Age and family• Attitudes• Beliefs• Values• Motivation• Personality• Social class

Elements of Audience Analysis

Analysis - Who is the target audience?

Understanding - What is the audience's knowledge of the subject?

Demographics - What is their age, gender, education background etc.?

Interest - Why are they looking at the advertisement?

Environment - Where will the ad be viewed?

Needs - What are the audience's needs associated with your ad?

Customization - What specific needs/interests should the advertiser address relating to

the specific audience?

Expectations - What does the audience expect to learn from your ad? The audience

should walk away having their initial questions answered and explained.

How to Target….

• Four major segmentation bases for consumer

markets will be:

1. Geographic segmentation

2. Demographic segmentation

3. Psycho-graphic segmentation

4. Behavioral segmentation

IMPORTANT DECISIONS

Mission

Message

Media

Money

Measurement

Advertising Research

• Advertising research is the systematic gathering and

analysis of information to help develop or evaluate

advertising strategies, ads and commercials, and

media campaigns. A subset of marketing research.

Objectives

Primary:

Payout in terms of sales or profit, or both

Secondary:

Deciding upon the message

Try to analyze effect of copy on target segments

Presentation of message

Deciding upon the copy

Headlines

Pictures

Situations

Developing the message

Assessing the audience needs

Analyzing your competition

Determining the key selling points(USP) and the

benefits

Anticipating the purchase objectives

Applying the AIDA model

3 Events….

Three events need to occur in order to reach a

message to the targeted audience.

1) The audience has to sense the presence of a

message

2) Select it from all the other messages clamoring for

attention

3) Then perceive it as a actual message

Consider audience expectation

Ensure the ease of use

Emphasize familiarity

Practice empathy

Design for compatibility

Media Selection

• The goal of the advertiser is to select a

media from among many available

alternatives which will maximize some

combination of number of people reached

and frequency with which they are reached.

Media Scheduling

Need for media scheduling

Advertising is forgotten over time.

Also continuous advertising may add to

unnecessary expenditure.

Increase in advertising weight produces sharp rise

in sales, which declines even though advertising is

maintained over a period of time.

Problem in Media Selection

• It’s not sufficient to select the major media,

you also need to make specific selections

within these general types of media.

• Character of media has to be considered

before selecting it as it has great influence

on effectiveness of the advertisement.

Provisions for Advertising….

NewspapersMagazinesRadioTelevision Outdoor MediaInternet

Bill BoardsBulletinsPosters

Commercials in Movie Theatres

Pop-UpsLinks

Banners

Problems in Audience Analysis

Variation in composition and sizes of audience of given

media vehicle.

Variation due to geography

Variation due to rate at which different vehicles

accumulate audiences

Difficulty of estimating value of different sizes of

message units within and between media.

Estimating actual geographical area covered.

CONCLUSION