A target audience is the type of people you are trying to reach. It is important to understand your target audience so that your advertisements will find them, grab their attention, and fit their needs. The ultimate goal of advertising is to appeal to every sense and aspect of your target audience’s life. Here are some of the factors that determine your target audience.
Understanding the age of your target audience is arguably the most important factor when choosing which radio station to advertise on. For instance, if you are trying to promote an electronic dance music festival, choosing a radio station that plays classic rock and roll might not be your best strategy because the average age of listeners would be much higher than the age of the desired target audience. You must understand the average age of listeners for each radio station so you can advertise on one that most closely matches the intended age of your target audience.
Time of Day
Advertising during certain times of the day could benefit your business depending on the target audience you would like to reach. For example, if you are trying to reach office workers, then it would benefit you to have an advertisement on the radio during peak driving times, since that is how people normally tune into radio. This could be between 6:00-8:00 in the morning and 5:00-7:00 in the evening. Teenagers and young adults typically tune into the radio later at night. Senior citizens are much more likely to tune into the radio during the early hours of the morning.
Type of Music Station
This section is closely wound with age. If you are trying to advertise a product for senior citizens, placing an advertisement in the hip-hop channel will probably not be heard by many senior citizens. It does not always have to revolve around age. Perhaps your business is targeting the type of people that listen to heavy metal music. That could be at any age, but you had better be sure you are advertising on a music station that plays heavy metal.
Beware of Multiple Target Audiences
It may be tempting to appeal to a larger group of people than you originally intended. Most businesses that think this way have a mentality that the more people who hear their advertisement will lead to more activity for their business. However, if your advertisement falls onto ears of people that are inherently not interested in your business it will be all for naught. Having one target audience allows you to focus your advertising techniques. Instead of having to play advertisements on multiple radio stations, you can focus on one radio station and most likely result in the same amount of customers.
Internet radio allows businesses the ability to create an extremely specific advertisement for an extremely specific target audience. The more specific you can make your target audience, the better. The beautiful thing about internet radio advertising is that you are sure the listener is interested in the type of music they are listening to. There is also much less competition for advertising space compared to traditional radio because typically one advertisement plays between songs. This gives your advertisement a much better chance to be heard.
Understanding your target audience is crucial if you are going to get your money’s worth for your advertisement. Your goal should be to have as specific a target audience as possible. This will allow you to focus on one or two methods of advertising instead of multiple. Knowing the age and the type of music of your target audience should allow you to pick the appropriate time of day and radio station you should advertise on.
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