Target Audience

Discussion Questions:

• What does “target audience” mean in marketing?
  
  
• Why is understanding your target audience important for businesses?
  
  
• Can you think of examples of effective advertisements that seem targeted to specific groups?

Target vocabulary

Listening Practice

• Discuss key points: What strategies did the speaker mention for identifying and reaching a target audience?
  
  
• Identify examples of how those strategies could be applied in different industries or products.

Successful Cases

Share a Coke” Campaign

1. What is the product or service?
   → Coca-Cola (soft drink)
   
   
2. What is the name or description of the campaign?
   → “Share a Coke” – Coca-Cola replaced the logo on bottles with people’s names.
   
   
3. Who is the target audience?
   → Young people (teenagers and people in their 20s), social media users.
   
   
4. How do you know this is the target audience?
   → The campaign used popular names, modern design, and encouraged people to share photos on Instagram and Facebook.
   
   
5. What strategies does the campaign use to attract this audience?
   → Personalization (people could find their name or their friend’s name), emotions (friendship, connection), social sharing (hashtags, selfies).
   
   
6. Why do you think the campaign was successful?
   → People loved finding their names and sharing pictures online. It helped Coca-Cola increase sales and got a lot of attention on social media.
   
   
7. Would this campaign work in your country or with a different audience? Why or why not?
   → Yes, I think it would work in Ukraine too, especially with young people. People like personal things and posting photos with products.

“Focus Fuel” – Energy Drink for Students

1. What is the product or service?
   → Focus Fuel – an energy drink made for students during exam time.
   
   
2. What is the name or description of the campaign?
   → “Power Your Brain” – a social media campaign showing tired students turning into superheroes after drinking Focus Fuel.
   
   
3. Who is the target audience?
   → High school and university students (ages 16–24), especially during exams.
   
   
4. How do you know this is the target audience?
   → The campaign uses memes, funny videos, and student slang. It’s active on TikTok and Instagram.
   
   
5. What strategies does the campaign use to attract this audience?
   → Humor, emotions (stress, panic before exams), trending sounds and filters, plus limited-edition packaging with motivational quotes like “You Got This” and “Just One More Page”.
   
   
6. Why do you think the campaign was successful?
   → Students shared videos drinking Focus Fuel in libraries and study rooms. It became popular fast and created a community. People started collecting the cans with quotes.
   
   
7. Would this campaign work in your country or with a different audience? Why or why not?
   → Yes! Students in Ukraine also feel exam stress, and funny, relatable content works well. It might not work for older people who don’t use TikTok.

Writing Practice

1. What is the product or service?
   → What is the company advertising?
   
   
2. What is the name or description of the campaign?
   → Was it on TV, online, social media, etc.?
   
   
3. Who is the target audience?
   → Age, gender, interests, job, lifestyle, etc.
   
   
4. How do you know this is the target audience?
   → Look at the language, visuals, music, platform used, or message.
   
   
5. What strategies does the campaign use to attract this audience?
   → Humor? Emotions? Trends? Famous people? Problems/solutions?
   
   
6. Why do you think the campaign was successful?
   → Did it go viral? Increase sales? Get attention?
   
   
7. Would this campaign work in your country or with a different audience? Why or why not?

Speaking Practice

1. Who do you think is the target audience for your favorite brand? Why?

2. Do you think children and adults like the same products? Give examples.

3. When you see an advertisement, how do you know who the target audience is?

4. Do you think companies should make different ads for men and women? Why/why not?

5. What products are popular with teenagers in your country?

6. If you created your own product, who would be your target audience? Why?