Method of determining a target audience for a particular product in terms of those people who want the benefits the product offers. If the product is a fast sports car, for example, the target audience will be the segment of the population that wants the benefits of a fast sports car.
There are different audiences for different perceived benefits. As an example: Dentifrice or toothpaste offers three distinct benefits, each of which will appeal to a different audience segment. One benefit relates to a tooth decay deterrent; the second, to a tooth whitener; and the third, to a mouth freshener. By segmenting the audience according to these benefits through the copywriting, the advertiser can position the product in three different markets to achieve maximum advertising effectiveness.
