Why do we pick a particular strategy for our ads? Or, how do we decide which approach or message to develop into an advertising campaign? Each campaign we've worked on thus far has sparked many lengthy discussions on this vital subject. After weighing the positive and negative aspects of many different approaches, we've come up with a very general list of messages for our ads:
Let us know what you think. Have we forgotten anything important? Are there other categories we should include? What do you think are the pros and cons of the approaches we've defined?
The groups of people we try to aim our ads at are called targeted markets. Successful marketing projects focus on a group that is so small and specific that a single message can influence most members of the group. On the other hand, the group cannot be so small that it's impossible for it to support the organization. In for-profit companies, for example, the target market must be large enough to buy enough of the advertised products or services to make the business profitable.
Our target market for this particular radio campaign is made up of 16-24 year old men and women, We chose to target this hipper, younger group because they are in the process of forming "brand allegiances" that will last a lifetime; in other, colder, words, they are impressionable and easily influenced by advertising at this age. Let's hope our "brand" of understanding and education is tri-umphant!