| Advertising is your marketing plan coming out of the closet. In this way, it maintains alignment with your goals and strategies. It relates directly to your pre-stated targets, messages and image.
Kositsky Marketing defines target advertising as: Aiming an appropriate message at your most likely consumer group(s), utilizing a credibility source, and appropriate language, on the best possible media.
1. Aiming an appropriate message…
An appropriate message is aimed at meeting the needs of your target. The message is more about your customer. A supportive message addresses a feature, function and benefit of your product, to validate meeting the customer’s need.
2. … at your most likely consumer group(s)
This requires detailed demographic and psychographic segmentation of those customers most likely to buy what you have to sell.
3. … utilizing a credibility source
There are two types of credibility sources: A star or recognized personality looked up to by the demographics segment you are targeting, or an attractive representative of the demographic segment you are targeting. The purpose of the credibility source is to add credibility to your message in a way that your customer can see herself or himself in your message.
4. … and appropriate language
What is the language of the demographic group you are targeting? That is the language to use. Use the current words and idiomatic expressions of your audience. This will identify you as an insider – not an outsider or phony.
5. …on the best possible media.
The best possible media is the mix of communications channels that brings your message to the most number of potential buyers in the shortest amount of time at the lowest possible cost.
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