Target Audience
They want more than just
one
There is more than one type of
audience targeted every time.
• Primary
• Secondary
• Tertiary
And there are countless sub-categories
in those three audiences.
These are specific populations of
people
•
•
•
•
•
•
Men
Women
Teens
Pet Owners
Parents
Elderly
• Demographics
Can you think of
any more?
The interests get more specific
once we narrow down the
population.
Depending on the type of media, specific interests are expanded on.
For example:
Pet owners are interested in keeping their pets happy and spending time with
their pets. So, advertisers will design their adds based on this idea.
They may do this by depicting pet
owners playing Frisbee
• Media can appeal to the direct playful interest
that pet owners have with their pets.
They may do this by depicting pet
owners cuddling with their pet.
• Media can appeal to the direct loving
relationship pet owners have with their pets.
Media is aware of these
audiences and formats
accordingly
Primary Audience
This is the major audience the media is trying
to sell to.
- They want to tailor their format directly
to the interests of this audience.
Primary Audience
The primary audience here
would be working men with
families. The media
recognizes that men during
this time were scared of
being drafted and leaving
their families behind during
war. They wanted their
families to be safe.
Secondary Audience
This audience is not the primary target. They are
people who may end up looking at it because of a
relevant interest. Their children may be interested or
a family member.
- They are not going to tailor their format directly to
this group, but some material may appear that would
potentially draw in this audience.
Secondary
• The secondary audience
here would be women.
The idea is that women
feel the need to protect
their children foremost
and by buying bonds,
their children will be
safe.
Tertiary Audience
This audience is only slightly interested in the
form of media being presented. They may look
at it because it is on the coffee table, or they
stumble across it when flipping through
channels.
- The media will not tailor their coverage for
this group.
Tertiary
• The tertiary audience
here would be children
or people who do not
have families. It still
plays to the fact that
people will not be safe
if these bonds are not
bought.
How would media target you?
• What are some of your interests as a group?
• What are some differences between you as a
group?
– How would media use that to their advantage?
Your Turn!
• What do think the primary, secondary and
tertiary audiences are in these pictures?
• Who do you think is being targeted here?
• What age group is being targeted?
• What is the interest being portrayed?
Group One
This is the cover photo of People
Magazine’s Issue for the month of
November.
Who are the Primary, Secondary, and
Tertiary audiences?
What age group?
Who do you think is being targeted
here? (sub group)
What are the interests the media is
playing with?
Group Two
This is a picture from Bravo’s show:
Top Chef: Junior.
Who are the Primary, Secondary,
and Tertiary audiences?
What age group is being targeted?
Who do you think is being targeted
here? (sub group)
What are the interests the media is
playing with?