Elements and Performance Criteria
- Identify the target market
- Approaches to determining and describing the total market for a product or service are evaluated and chosen
- The target market is defined in terms of the consumers to be included as prospective users of a product or service
- Descriptions of the target market use the same terms as those used to describe media audiences
- Segment the market
- Criteria to use in segmenting the market are evaluated and chosen in accordance with the advertising brief
- Sources of information for segmenting and profiling markets are identified and accessed in accordance with the advertising brief
- The market is segmented in accordance with the selected criteria
- Market segments are evaluated for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns
- Market segment/s are selected to meet the requirements of the advertising brief or new segmentation criteria are chosen and applied
- Profile target audience
- The total market and the selected market segment/s are described in the form of a consumer profile that identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection
- Demographic and/or psychographic descriptions are used in the consumer profile in accordance with the requirements of the advertising brief
- The profile meets organisational requirements in terms of language, format, content and level of detail