LO2: Identifying the target audience

Identifying the target audience

The target audience for my clients company is people of the ABC1 social groups who can afford to build their own houses and possibly have some concerns for the environment. This is because the houses my client design tend to be quite expensive, modern looking homes that usually have some feature that is environmentally friendly. The geographical location for the target audience would be a countryside location as most of my clients houses are designed to this style. The age of the target audience would be between 26 and 60 as people of this age tend to have the most money and would still be at the right age for moving house.

LO2: Mindmap of ideas for campaign material

LO2: Explanation of Media Choices for the Client

Advertising Choices

"Above the line" methods of advertising I may use:

• Internet
• Magazine

"Below the line" methods of advertising I may use:

• Social Media
• Sponsorship

There are three reasons why I would use ATL (above the line) advertising methods:

1) Reach – Implementing a strong ATL advertising plan can help the brand reach far and wide. Most of the banks as well as retail showrooms regularly advertise their reach via ATL media to entice customers to visit their showrooms.

2) Attention – With a combination of Audio and visual, the penetration levels of ATL media is higher than any other type of advertising. Television and radio literally demand attention through their creatives. Whereas newspapers have high involvement so that the customer does read through the ads also. Finally, out of home too, when placed properly has a huge impact on decision making and creating excitement.

3) Brand building – Any brand which wants a name for itself has to invest in brand building via ATL channels. Most of these brands start with Out of home advertising, then progress to Radio and print. And finally some of them might progress to TVC or will continue with the other media. Nonetheless, a brand cannot be built just by below the line marketing.

Progress

Today I have worked on the pre-production documents necessary to complete the DSA advertising campaign, particularly the storyboard. Next lesson I hope to have completed all my pre-production documents so that I can start making the products.

LO2: Evidence of client contact

LO1: Response to feedback, identifying changes made to Lo1 Analysis

To improve my work I need to:

• Show evidence of referencing
• Analyse campaigns aimed at ABC1 groups in detail