How to define audience
Defining audience is an extremely important marketing communications task.
Unless the right audience is identified and reached, marketing communications cannot be effective.
Research and analysis is used to identify and develop an understating of audience. Messages and media are then chosen to reach selected targets effectively and efficiently.
The most obvious target audiences are customers, but there should not be thought of as the only targets.
Consumers are another group. Whereas customers are buyers, consumers are users and as such influence the decision to buy.
Sometimes they may be the same people, but often they are not. In industrial purchases this is typically the case.
In family situations, the other may make many household purchases, but do so for other members of the family.
In situations where trade intermediaries are used (e.g. wholesalers and retailers), both trades customers and the end customers/consumers will need to be targeted.
Promotional strategies are known as push (promoting to the trade) and pull (promoting to end buyers and users) strategies.
How to define audience
