Unit 8: Identifying and Understanding Target Audiences for Marketing Communications (Advertising)
Unit code: D/504/3084
QCF level: 4
Credit value: 5
Guided learning hours: 20
Unit aim
The aim of this unit is for learners to learn how to identify and understand target audiences to enable them to target their advertising campaigns effectively. The unit covers the whole process of audience identification through to presenting an analysis of research and findings.
Competency unit assessment guidance
This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.
Unit introduction
- Choosing and communicating to the most appropriate target audience for a client’s product or service is important for ensuring a successful advertising campaign which meets the client’s commercial aims by increasing sales within that audience. in this unit the learners will assess the client and their competitors’ current and potential advertising campaigns.
- Learners will learn the importance of, and how to identify, the right target audience, how to understand that audience and metrics such as return on investment. The unit covers the use of tools that can be used to identify the right target audience and the benefit of focus groups for establishing consumer profiles. The advertising professional needs to be able to identify key characteristics of the target audience such as demographics, lifestyles and engagement with the client’s product. As such, learners will demonstrate their competence in these key areas.
- Finally, learners will demonstrate their ability to analyse the behaviour and attitudes of audiences of clients in relation to advertising. This will include reasons for variations in demand, target audience behaviours, attitudes to advertising channels and the impact of advertising campaigns.
Learning outcomes and assessment criteria
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.
On completion of this unit a learner should:
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Learning outcomes
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Assessment criteria
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1 Understand key information relating
to clients for marketing communications
(advertising)
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1.1 Assess
the extent of a client’s current marketing communications activities
1.2 Assess the
viability of a client’s current processes
for consultation with audiences
1.3 Assess a client’s
actual and potential
competitors’ marketing
communication strategies and plans
1.4 Identify the needs
and expectations of a client’s stakeholders
and board members
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2 Understand key issues relating to identifying and understanding audiences of clients for marketing communications (advertising)
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2.1 Explain the importance of identifying parties with whom a client
has to communicate
2.2 Summarise ways of
identifying parties with whom a client has to communicate
2.3 Explain how to identify the potential and actual lifetime value
of different audiences
2.4 Explain how to calculate the return on investment of customer
acquisition
2.5 Identify tools that can
be used to gain the
understanding of audiences
2.6 Explain the value of
focus groups for validating user profiles
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Learning outcomes
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Assessment criteria
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3 Be able to identify key characteristics of audiences of clients
for marketing communications (advertising)
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3.1 Identify the needs, expectations and
relationship requirements of a client’s current
and potential audiences
3.2 Establish for
different audience types:
● their demographics
● their lifestyles
● their engagement
with a client’s products
and services
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4 Be able
to analyse the behaviour and attitudes
of audiences of clients
for marketing communications (advertising)
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4.1
Summarise reasons for variations in
audience demand for a client’s products and services
4.2
Explain how audience behaviour, attitude
and behavioural triggers are linked to:
● category of product and service
● needs of brand
4.3
Establish audience use, exposure
and attitudes to different
marketing communication channels and platform
4.4
Summarise reasons for differences in audience behaviour
and attitudes to a
client’s products and services and those
of a client’s competitors
4.5
Assess the impact
of recent marketing communications strategies
upon audience engagement with products
and services
4.6
Present information about audiences to others in
ways which enables
understanding of their
characteristics and attitudes
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