February 6, 2012
Marketing Communications Memo
There is no doubt that having a better understanding of different consumer demographics will impact marketing and has an effect on marketing communications. How messages are communicated most effectively can change depending on who the target audience is. A message that is targeting young consumers, like an advertisement for the Twilight movie would be different than one targeting men. The same can be said for having a better understanding of the psychographics of the consumers. Knowing the different interests and lifestyle of the target population can help tailor the message to be most effective. People who are interested in fast cars would be drawn to advertisements that include fast cars in the message or image. Understanding the consumer’s lifestyle can help the marketer highlight areas that would interest the potential consumer as well, such as an unpredictable military lifestyle.
One consumer demographic that can affect marketing communications is age, particularly children consumers. The concept of marketing to children can be very productive for a few reasons. Some reasons are that the current generation of children spend their own money as well as can influence what their parents spend money one. Also, the children will eventually grow into adult consumers and continue spending money later in life. (Media Awareness Network, 2010). The marketing surrounding the Twilight books and movies are examples of successful marketing to young consumers. The Twilight series used multiple traditional marketing strategies, but also communicated their message to the young consumers in a way the consumers would see and understand, through social media avenues. (Byers, 2012) With Twitter, Facebook and Myspace becoming such popular websites for young consumers, it is very wise for marketers to utilize those avenues. It is hard to say if any one thing make...