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 today’s business
winners from losers; it takes understanding
 Innovative?

Fun? Hard work?

What do you think

about advertising?
Creative?
Deceptive?
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
 What are the
Who will view ad
needs and goals of
and why?
my audience?

Audience
Analysis

How do I make What are the

communication preferences and
clear? objections of my
audience?
 Consumers’ Perspective

• Perception
• Self concept
• Social and cultural
background
What we buy? • Age and family
How we buy? • Attitudes
• Beliefs
Where we buy?
• Values
When we buy? • Motivation
In how much • Personality
quantity we buy? • 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….
Newspapers
Magazines Bill Boards
Bulletins
Posters
Radio Commercials in Movie Theatres

Television
Outdoor Media
Internet
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