Target Audience Assignments
You found out about your product - now it's time to look more closely at the people who use it.These assignments go with the following objectives for the class:
- To be able to support target audience selections using demographic, media and brand usage data
- To read and use industry trade journals to be informed on current topics in the field
- To locate and use data to research products, potential target audiences, and potential media markets
- To become better writers in a variety of styles and for a variety of audiences
- To make effective presentations - including presentations involving large amounts of numeric data and involving multi-media (audio, video, stills, webpages, etc.)
- Target Audience Research Review - due Monday of Week 6
- For most target audiences there are research results in trade journals, news stories, books, websites. The best way to find out about a target audience group is to start with what is already known.
- Look for information about how many people in the group, how much money they have to spend, what media they use, what they like and do not like in general and about your product. We're trying to build a picture of them as consumers, as media users, as people we're going to target with advertising.
- This will be a big part of the final paper. And your media choices will flow from this too. So dig deep. Look at lots of different sources - the best quality sources. Part of the grade depends on the variety and quality of the sources in your bibliography.
- 5 to 6 pages, at least 10 sources. This is a group paper - one paper per group.
- Group Presentation - due Friday of Week 6 - 50 points
- Ok - wow us with some charts,graphs, pictures, videos and numbers. Tell us in your 2-5 minute presentation why your target audience is a good one.
- Bring in the results from all the earlier projects. Bring in any data we're used in class (MRI, SRDS, etc.).
- You have to use some multi-media. You can use powerpoint if you want but you don't have to. You could use a slide show, a movie. It should add to the presentation, not just be filler.
- Make a one page executive summary overview handout for everyone in class. Be sure to put the names of everyone on the team on the summary sheet.
This page last updated 15 February 2007 by Kim Gregson
