MKM08

Assignment Midterm Advertising

1. Give your own interpretation on the statement; “Not all target markets are all target audiences”.
The meaning of "Not all target markets are all target audiences" emphasizes a contrast between a target market and a
target audience, highlighting that the two are not necessarily equivalent.
A target market is often used in business or marketing to refer to a larger group of potential consumers who have
specific traits that make them more likely to be interested in a product or service. This might include demographic criteria
like age, gender, income, or geography, as well as psychographic elements like hobbies, values, and lifestyle. A target
audience, on the other hand, refers to a more narrow, and specified subset of the target market. This group is frequently
recognized based on variables such as preferences, habits, and requirements. While a target market is a wider section, a
target audience is a subset within that category to whom a certain marketing message or campaign is specially designed.
Therefore, this implies, the phrase emphasizes that not every individual within a target market is part of the target
audience for a given marketing activity. It emphasizes the necessity of understanding the intricacies and special qualities
of the subset within the wider market that a company want to connect with through its marketing efforts. This distinction
is critical for developing effective and targeted marketing tactics that resonate with the correct audience.
2. Now thinks of your best friend. Are the two of you differ in ways that can be traced to family differences? Would
advertising for a product such as real estate property influences you differently because of your family? Justify
your answer.
Family background may have a considerable impact on an individual's attitudes, tastes, and financial circumstances.
Differences in upbringing, cultural influences, and economic standing within families can all contribute to differences in
how individuals perceive and respond to ads, especially those linked to real estate.
As an example:
1. Cultural Influences: Individuals from various familial origins may be exposed to a variety of cultural values.
This can have an impact on preferences for specific types of houses, architectural styles, or community
features. An advertising emphasizing cultural features that resonate with one individual may not have the
same impact on someone who comes from a different cultural background.
2. Financial Situation: The economic condition of a family can influence purchasing power and investment
decisions. Individuals from diverse financial backgrounds may react differently to real estate marketing
depending on affordability, financing alternatives, and investment objectives.
3. Life Stage and Family Structure: People at different phases of life or with different family configurations may
have different priorities. A family may prioritize aspects such as schools and safety, whereas a person without
children may favor amenities and leisure opportunities.
4. Geographic Background: A family's geographic background may impact their preferences for certain areas.
Someone from the countryside may have different tastes than someone from the city.

3. Consider the social-class segments discussed in the topic. Select the two class segments that would be most
receptive to this product-marketing situation. Dairy Product Company (milk, cheese, ice cream) offering an
exclusive packaging design that uses fully degradable containers.

Two social-class categories that may be more responsive to a Dairy Product Company proposing a distinctive
packaging design that employs totally degradable containers are:
Upper Middle Class:
 Upper-middle-class people frequently pursue environmentally friendly and sustainable behaviors.
 They are prepared to pay a premium for things that correspond to their principles, such as ecologically
friendly packaging.
 Unique package designs may appeal to their demand for one-of-a-kind and high-quality items.
Upper Class:

 The upper class often has the financial means to make decisions based on beliefs and preferences rather
than tight budget limits.
 They may be drawn to premium and ecologically friendly packaging as a mark of luxury and social
responsibility.
 The uniqueness of the packaging design may connect with the demand for distinctive and high-end items.
These social-class sectors are likely to value the Dairy Product Company's environmentally conscientious approach
and the distinctive package design. However, market research is required for the organization to fully comprehend the
individual tastes and values of its target audience. Additionally, considerations such as regional location and cultural
influences should be addressed while developing an efficient marketing plan.
4. How should advertisers adjust their approaches to elderly consumers?
Adapting advertising methods to senior consumers entails identifying and comprehending the distinct features,
interests, and issues connected with this population. Here are a few things that advertising should keep in mind while
targeting senior customers:
Clear Communication and Visibility:

 Use clear and legible fonts with high contrast for easy readability.
 Ensure that visuals and text are large enough to be easily seen, catering to potential visual impairments.
Emphasize Familiarity and Nostalgia:

 Incorporate elements that evoke a sense of nostalgia or familiarity to resonate with the experiences of the older
generation.
 Use images, themes, or references from the past that may be particularly meaningful to this demographic.
Highlight Product Benefits:

 Clearly communicate the benefits of the product or service, emphasizing how it meets the specific needs and
concerns of older consumers.
 Address common issues related to health, convenience, and ease of use.
Include Diversity:

 Recognize the diversity within the elderly demographic and avoid stereotyping. Represent a range of ages,
ethnicities, and lifestyles.
 Show scenarios that reflect the active and engaged lives that many older individuals lead.
Leverage Digital Platforms Responsibly:

 Acknowledge that older consumers may not be as digitally fluent as younger generations, but don't assume a lack
of interest.
 Provide clear instructions and support for online interactions, making digital content user-friendly.
Appeal to Emotional Values:

 Craft messages that resonate with emotional values, such as family, community, and personal well-being.
 Focus on the positive aspects of aging and the opportunities for enriching experiences.
Use Multi-Channel Marketing:

 Utilize a mix of traditional and digital channels to reach a broad audience. Consider TV, print media, and online
platforms.
 Ensure a consistent message across different channels for reinforcing brand recognition.
Offer Discounts and Incentives:

 Recognize potential budget constraints and provide discounts or special offers that appeal to the economic
considerations of older consumers.
 Highlight loyalty programs and benefits for long-term customers.
Accessibility and Inclusivity:

 Ensure that advertising materials are accessible to individuals with disabilities, including hearing impairments.
 Consider inclusivity in casting and portray older individuals in a wide range of roles and lifestyles.
Seek Feedback and Adapt:

 Actively seek feedback from older consumers and be willing to adapt marketing strategies based on their input.
 Stay informed about evolving preferences and societal changes within the elderly demographic.
By incorporating these considerations into their advertising strategies, marketers can better connect with and engage
elderly consumers, respecting their unique needs and preferences.