Advertisers in the past have used radio and television in an attempt to provide information about their products to large, general audiences; it was once thought that the best way to sell a product was to advertise it to as many people as possible. However, more recent trends in advertising have turned toward target marketing.
Target marketing is the strategy of advertising to smaller, very specific audiences –audiences that have been determined to have the greatest need or desire for the product being marketed. Target marketing has proved to be very effective in reaching potential customers.
Now listen to part of a lecture on this topic in a marketing class.
Professor(male) Nowadays something you notice more and more is television commercials that are made specifically for certain television programs. So, let's say, uh, a company wants to sell a telephone, a cell phone. Now during TV shows that young people watch, you know shows with pop music or teen serials, they create a commercial that emphasizes how fun the phone is. You know, the phone has bright colors and they show kids having a good time with their friends. And, well, the company wants the kids watching TV at this time to want to buy this phone, this phone that’s made especially for them.
But, the same company will make a different commercial to be shown during, say, a program about business or a business news show. Now, for this group of people, business people, the company will have to show how efficient their phone is, how it can handle all business easily and maybe even save money. And here is the thing: it’s basically the same phone. The company has just made two different commercials to appeal to different groups of people.
Using the professor ’s examples, explain the advertising technique of target marketing.
1. Reading key.
(1.1) Term: target marketing.
(1.2) Definition: target marketing is the strategy of advertising to smaller, very specific audiences.
2. Listening key.
(2.1.1) Who: young people.
(2.1.2) When: shown during pop music programs.
(2.1.3) How: how colorful the phone is; kids having good time with friends; fun to use.
(2.2) Example 2.
(2.2.1) Who: business people.
(2.2.2) When: shown during business news show.
(2.2.3) How: how efficient the phone is; handles all business; save money.
(2.3) Conclusion: same phone, different ad for different audiences group.
In the lecture, the professor talks about target marketing which is the strategy of advertising to smaller, very specific audience. In the example, a cellphone advertisement targeting young people is shown during a pop music program. The ad will focus on how fun the phone is to use, and it is colorful. It will also show kids having a good time with friends when using the phone. But the company will show a different ad for the same phone during a business program to target business people. This version will emphasize how efficient the phone is, and how it can handle all business easily, maybe even save money.
Target marketing is a strategy of advertising to smaller, specific customers. The professor uses a cell-phone company as an example. If the company wants to sell phones to young people, it’ll choose to put a TV commercial in the programs that young people like to watch and in the commercial, the phone is shown to be cool and has a bright color. Also, in the commercial, kids are having a good time with their friends. If the company wants to appeal to businessmen, it’ll put a different TV commercial in a business program. Besides, the commercial will show how the cell-phone can handle all business efficiently and can save money. So it’s basically the same cell-phone, but the company makes two different commercials to attract two specific groups of people.