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Jan 6, 2022

We Advertise But To Whom?

We all know the concept of advertising. Creative activities for marketing purposes that can appear in different formats in different media. But of course, advertisements also have a system of their own, a goal towards which their creativity is directed. Otherwise, every word said would be like talking to empty walls. So what is this goal? Of course the target audience.

Just as trees bloom in order to attract bees so that they can scatter their seeds; And brands should arrange their flowers, that is, their services or products, in a way that attracts the attention of the bees, that is, of the target audience. We don’t want to attract goats instead of bees, do we?

The target audience should be well analyzed

As such, it is very important to know the target audience and to understand what influences it. Because there are factors that shape the decisions in every person’s life. These factors are so many that it is not possible to mention all of them in a single text. So, we chose two of them: socioeconomic status and culture.

Socio-economic groupings

Yes, we know, every person is unique. But since we can’t advertise to everyone separately, we should group people with similar characters so that we can follow an effective path. That’s why one of the most used methods is socio-economic grouping.

In the eyes of the marketing world, consumers’ consumption trends are shaped by their social class. They are not wrong either. For example, the price of a high-tech computer will of course be high. In this case, it would not be a wrong step to advertise this product for the upper and lower social classes. Because they are the group that has the power to buy our product.

Watch out for exceptions!

But there is a small exception here: You can also sell the product to people below the economic class you are targeting, by means of inspiration. How Does? Let’s say you match that computer you sell with a certain lifestyle. For example, when you send a message such as “People who use this computer are creative, they have aesthetic tastes”, those who want to assume the title of “creative” from people who do not have enough economic power can agree to pay for months in order to have this computer.

From Local to Global-Global to Local

Let’s move on to the influence of culture. It’s a little confusing here. Because each community has its own culture, but in a globalizing world, most brands appeal to more than one community. So where does the solution lie? In the philosophy of “Think globally, act locally”.

For example, that cola brand that we all know shows itself at family tables every Ramadan. And again, the world-famous hamburger brand sells different burgers in the Far East, while it sells completely different burgers in America. This is how brands adapt themselves to the cultures in which they sell.

This relationship sometimes works in the opposite direction. In other words, advertisements (marketing) create brand new cultural elements. If we give a small example, everything will fall into place by itself: February 14, Valentine’s Day.

Buying gifts as a way to show your love is actually a concept taught to us by advertisements. This behavior, which both ensures the development of the consumption culture and makes the consumers happy… In fact, it is a situation that the advertising world spreads… Thus, brands double their sales before Valentine’s Day.

Advertising means appealing to people. You should also use such language that the other person should be excited to buy the product you offer. For this, who you talk to and how you talk are critically important. Let’s find your right target audience after the analyzes we will carry out and let’s talk in their language.