Intended or ideal recipient of a message or artistic expression
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The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.[1]
Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shop Mother's Day advertisements, which were advertising to children as well as spouses of women, rather than the whole market which would have included the women themselves.[1] Another example is the USDA's food guide, which was intended to appeal to young people between the ages of 2 and 18.[2]
The factors they had to consider outside of the standard marketing mix included the nutritional needs of growing children, children's knowledge and attitudes regarding nutrition, and other specialized details. This reduced their target market and provided a specific target audience to focus on. Common factors for target audiences may reduce the target market to specifics such as 'men aged 20–30 years old, living in Auckland, New Zealand' rather than 'men aged 20–30 years old'. However, just because a target audience is specialized doesn't mean the message being delivered will not be of interest and received by those outside the intended demographic.[3] Failures of targeting a specific audience are also possible, and occur when information is incorrectly conveyed. Side effects such as a campaign backfire and 'demerit goods' are common consequences of a failed campaign.[4] Demerit goods are goods with a negative social perception, and face the repercussions of their image being opposed to commonly accepted social values.[5]
Defining the difference between a target market and a target audience comes down to the difference between marketing and advertising. In marketing, a market is targeted by business strategies, whilst advertisements and media, such as television shows, music and print media, are more effectively used to appeal to a target audience. A potential strategy to appeal to a target audience would be advertising toys during the morning children's TV programs, rather than during the evening news broadcast.[6]
^ abKotler, Philip; Armstrong, Gary (2005). Marketing: An Introduction. Prentice Hall. ISBN 9780133071368.
^Saltos, Etta (1999). Adapting the Food Guide Pyramid for Children: Defining the target audience.
^Zenker, Sebastian; Beckmann, Suzanne (2013). "My place is not your place - different place brand knowledge by different target groups". Journal of Place Management and Development. 6. Bingley, United Kingdom: 6–17. doi:10.1108/17538331311306078.
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