From the course: Layout and Composition: Marketing Material/Collateral

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Determining the target audience

Determining the target audience

From the course: Layout and Composition: Marketing Material/Collateral

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Determining the target audience

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- It's impossible to design anything without understanding the audience. Without that information, I'm playing darts with my eyes closed while spinning around. I always ask a new client who their audience is. Most of the time, the answer is, "Well, everyone." Unfortunately, everyone is a little broad and probably not accurate. With a bit of digging, you can reach a more specific answer. Every company, product or organization has several audiences. Targeting a specific market does not mean saying no to the others. It is a way to use resources as efficiently to get the most bang for the buck. The target audience may not necessarily be age, education or location-related. While it's common to plan on reaching 18 to 24-year-olds with a college education in Smallville, you might find the audience based on attitudes or values. Perhaps it's all people who love model railroads, or rock and roll, or great food. Maybe it's about…

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