Find out any one advertisement that target children and answer the following questions.
a) Who is the audience for this advertisement?
b) Which statements of the product are facts?
c) What information is missing?
d) How would you re-write the particular advertisement so that it gives a more truthful picture?
Answers
Answer:
In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies
Explanation:
Answer:
Once an ideal target audience has been identified, consider how they spend their time. What is the best medium to reach them?
Increasingly, the answer to this question is through mobile apps. Not only will Americans spend more time looking at their phones in 2019 than they will viewing television (226 minutes daily on mobile vs. 216 minutes for TV), but most of that mobile device time is devoted to apps. This year, adults in the U.S. will spend two hours and 14 minutes a day on average using apps, according to eMarketer.
Not only is mobile app usage on the rise, but advertising within mobile apps is hugely advantageous for brands and their advertising partners. Be sure to check out our blog post on the Top 8 Mobile App Advertising Benefits to learn more.
Want to reach your target audience in 2019 and beyond? Chances are you’ll need a mobile marketing strategy to do that.
3) In A Mobile Marketing Campaign, Think Beyond Social Media
In the mobile app universe, it’s easy to focus just on the big players and the major social networks. But, there’s more to the in-app advertising space beyond just the obvious names.
On average, people use around nine apps a day and about 30 a month. So what kinds of apps are people using? Sure, they’re checking email and going on social media, but they’re also looking up the weather, reading the news, playing games, listening to music, trying to make their commute more bearable and doing a whole host of other activities - all within mobile apps.
Is your target audience likely using at least some of the world’s biggest and most popular apps? Sure, of course. Are they also using other apps every day? Likely.
4) Targeting A Specific Audience By Location
Journalism is all about answering the five W’s: who, what, where, when and why. Often, conversations about target audiences focus on the “who.” But, savvy marketers know that “where” is a crucial consideration as well.
Often, you can tell quite a lot about someone based on their location. Do they commute? Where do they go on weekends? Once you know the answers to these kinds of questions, you can offer regionally-specific deals, provide more customized offers and overall be in a better position to have more targeted and specific messaging and campaigns in place.
5) Develop Custom Messages By Persona
Once you develop a high-level idea of who your target audience is and where they’re located, you can begin developing key personas. How old are they? What do they like and dislike typically? How do they often make purchase decisions?
Make sure your campaign messaging is targeted by persona as well. While it’s possible that one targeted persona works for all of your potential audience, the chances of that being reality is slim. Instead, be as specific as possible for all of your persona segments, and then ensure each one of them gets messaging uniquely suited to their wants and needs.
Quick point on personas: When possible, avoid canned segments. While it can be tempting to just go with default personas, they’ll never be completely accurate for your unique target audience.
For example, let’s say you’re offered a canned segment of women in the U.S. between the ages of 35 and 49. While this may broadly fit a target demographic for your brand, there’s a lot of nuance you’d be missing out on by going so high level. Do they have children or not? Are they married, single or have a domestic partner? Are they a pet owner or not? Where specifically in the U.S. do they live or work? What is their income level, and is that income steady? Both personas and associated messaging should be as granular as is feasible.
6) Base Marketing Efforts Around Fresh Data Only
What do produce, fashion and audience targeting all have in common? They’re all about keeping it fresh.
When finding and addressing any audience, make sure your efforts are underpinned by the freshest data possible. Just because something was true a month or a week ago doesn’t mean it’s necessarily true today. By prioritizing fresh data, however, you will never worry about accuracy or timeliness.
So how do you ensure that you always have access to the freshest data? Use your own data when possible, and make sure any data-led partnerships you have in place prioritize freshness too.
“The move away from third party data standard segments will continue,” predicts Anne Frisbie, senior vice president of global programmatic and North America at InMobi. “Clients will increase their use of their own first party data, and leverage third party high quality data sources to create more custom audience segments to ensure that they are seeing the return on investment in terms of data.”
7) Identifying Your Target Market At Scale
Once you know who your target is, where they’re located, what they’re interested in and why and how they make purchase decisions, it’s time to run your campaigns. But make sure you’re reaching enough people to make your campaign worthwhile.
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