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Topic: Branding

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Difference Between Target Market & Audience?

Posted by Anonymous on 50 Points
Whats the difference between target market and target audience? As i got very puzzled between these two. As somebody told me about the great Marlboro Advertising Campaign that the target market in the campaign is the "cow boys" and the target audience are "smokers" I kept on trying to get the grip over this issue but cant figure it out.
If mothers and fathers are the target audience for the advertising of pampers then what is the target market?

  • Posted by bobhogg on Accepted
    shahud...

    I think the "someone" who told you about the Marlboro campaign was playing semantics, not explaining a marketing principle!

    This is one of the drawbacks of employing too much jargon - and we marketers are as guilty of that as anyone else, I'm afraid.

    Using the exact words that you quote, could we define a "target market" as everyone you've identified as a potential customer, whereas a "target audience" could be that group of potential customers that you can reach with a particular marketing communication message?

    In practical terms, however, I'd be inclined to consider the two phrases as interchangeable.

    Bob
  • Posted by Peter (henna gaijin) on Accepted
    I think there can be a difference in the terms.

    Target market is who you want to sell to. For Marlborough, the target market would be various demographic breakdowns of people who smoke or might be willing to smoke.

    Target audience is who the media you are using reaches.

    You hope that the target market and target audience overlap perfectly, but this doesn't always happen.
  • Posted by SRyan ;] on Accepted
    Not sure if this is accurate, but I'd guess that your target market includes the folks who actually BUY your product. The target audience would include those who INFLUENCE the buyers.

    The best example is my six-year-old daughter, who has zero buying power. She's a member of the TV audience who gets bombarded with commercials for the latest idiotic, breakable toy. I'm the one who puts that toy on my credit card.

    - Shelley
  • Posted on Accepted
    Thank you SRyan

    Target audiences and target marekts are often the same, but not always.

    Consider business markets. Busienss may buy products and services but the decision to do so is made by people. In this case, the people that work for a business and can influence or make decisions are the target audience. But, in counting the potential size of the market the number of businesses define the target market.

    Or consider American Doll Store. Parents buy $85 dolls for kids but kids make them want to go to the store. Again, parents are the target market but kids are often the target audience. Same could be said for many other children's toys.

    Whenever the pruchase decision maker is not the same as the end user, the Target Market and the Target Audience are not the same. The Target Market defines the size of the market and the end user. The Target Audience defines who influences or makes the decision to buy.

    Keep inquiring,
    Tim
  • Posted by Mushfique Manzoor on Accepted
    Hi shahud

    Target market are those whom you are targeting in selling your products. these people will use your products/services, the end users.

    Target audience is the people who are reached by the various media you are using to communicate your marketing activities.

    in cases of products used by adults, who make the purchase decision on their own Target Market and Target Consumer overlap each other. In case of Marlboro ad both are same, existing and potential smokers, as mentioned by peter. Most adult products are in this category, interestingly Baby products like baby cereals, diapers etc also have the TM and TA overlapping, parents :)

    for products in which the end user is different from the purchase decision makers, the Target Audience is the purchase decision makers and users both while Target Market are only those who are end users. examples are kids products, toys dolls etc.

    hope this helps.

    cheers!!
  • Posted by Sharon on Moderator
    Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

    Thanks for participating!


  • Posted on Member

    A Target is that where u find the target audiance but all target audiance may not be from the target market.

    A classic example is of chocolate where target market is generally in the age group of 8-25 but normally audiance is someone who buy chocolate and that may be old men/women.

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