You have been asked to analyze advertising industry expenditures by target market. you want to start with the market that is most often targeted by advertisers. you begin by looking at
a. household consumers.
b. government employees.
c. professionals.
d. members of trade channels.

C

Explanation:

Targeted marketing identifies an audience likely to buy services or products and promotes those services or products to that audience. Once these key groups are recognized, companies develop marketing campaigns and specific products for those preferred market segments.

Promotional messages and advertisements are sent to those primary groups instead of mass marketing without regard to the specific characteristics of the audience . Companies that offer specialized products or services typically benefit the most from using targeted marketing strategies. Focusing marketing efforts on specific groups who are more likely to respond increases the chances that the marketing efforts will be relevant to those groups. When marketing is relevant, people are more likely to spend money on that service or product.

For example, Starbucks currently holds the largest market share of the coffee industry in the United States. The company focuses its advertising on women and men between the ages of 25 and 40 who live in urban areas, have moderately high income and professional careers, and demonstrate an interest in fair trade and social welfare. Starbucks bets that these key groups are more likely to spend money on specialty coffee drinks and products.

In addition, Starbucks targets young people between the ages of 18 and 24 by providing a comfortable, appealing place where they can sit and chat, study, or work. Starbucks also stays active on social networking websites, further appealing to the 18-to-40 demographic. This encourages younger adults to “follow” Starbucks on social media sites, increasing brand awareness and encouraging people to spend their time (and money) at Starbucks locations.

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