Planning: Know Your Audience

"Good copy also is grounded in consumer insight. Through efforts ranging from quantitative studies to consumer interviews, brand marketers and agencies must gain an understanding of consumer preferences and develop creative executions that flow from those insights.

Understanding consumers' life stages will guide informed decisions about tone, vocabulary and content. The challenge is for a brand to be courageous enough to choose a focused target audience and speak in their language, rather than speaking in a vanilla vocabulary that tries to reach everyone.

Trying to target everyone is like targeting no one."

Rob Depp, VP of client services Deskey

from P-O-P Times

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