target audience

theory of a target audience
In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed at (Kothler 2001). For example, if a company sells new diet programs for men with heart disease problems (target market) the communication will be aimed at the spouse (target audience) which take care of the nutrition plan of her husband.




A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s)and determineing the target audience is one of the most important activities in marketing management (Niewenhuizen et al. 2000). The biggest mistake entrepreneurs are making is trying to reach everybody and ending up appealing to no-one.