Question

xx)

When starting to plan his company’s advertising campaign, Haoran first asked, “What appeal should we use?”. Why is this a bad first question?

	A.	Appeals are only used in social media marketing, not in advertising
	B.	He hasn't asked which resources he has, such as actors and film equipment
	C.	He hasn't determined his target audience
	D.	He hasn't determined which media he will use

Answer 1

Answer: Option C) He hasn't determined his target audience.

Before deciding on which appeal to use, you must determine your target audience. We use appeal in advertising campaign based on the audience. Every product has different target audience. You can't use an emotional appeal on the target audience of brand like Nike. So before selecting which appeal to use, you must determine your target audience. After determining the target audience, you can select an appeal which will be best for the target audience like if your target audience are mothers then Emotional appeal may work or if you are an insurance company then fear appeal will work better. So the first steps in planning an advertisement campaign is to determine the campaign goal, budget and target audience.

Media and resources are decided after deciding target audience. Every target audience can be best targeted with a specific media.