By Demudu 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 todays business winners from losers; it takes understanding

Innovative?
Fun? Hard work?

What do you think about advertising?

Creative? Aggressive?

Deceptive?

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

Who will view ad and why?

What are the needs and goals of my audience?

Audience Analysis
What are the preferences and objections of my audience?

How do I make communication clear?

consumers perspective
Perception Self concept Social and cultural background Age and family Attitudes Beliefs Values Motivation Personality Social class

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

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
Needs

- Where will the ad be viewed?

- 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

Its 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.

Newspapers Magazines Radio Television Outdoor Media Internet
Bill Boards Bulletins Posters Commercials in Movie Theatres

Pop-Ups Links 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