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How to Create a Marketing Persona
For Christmas one year my mom bought my four-year-old cousin whatever the hottest toy for four year olds was that year and my cousin was ecstatic. My aunt (not the kid’s mom, but another aunt) was utterly baffled because she had never heard of the toy and my cousin’s enthusiasm took my aunt completely by surprise. My aunt asked my cousin what shows she watched where they advertise such toys and the poor kid didn’t even know what the word “advertise” meant. She just gave my aunt a confused look and went back to playing with her new favorite toy.
Not only does my aunt hardly ever watch TV, but even if she were to watch, it wouldn’t be children’s cartoons, and toymakers tend to advertise almost exclusively during children’s programming. They know parents (and in-the-know aunts, like my mom) would be making the purchasing decision, and despite the fact that parents and cool aunts are more likely to watch news and other adult programming than cartoons, the toymakers also know that lots of adults who don’t have kids and don’t care about the latest toys are also watching the news and other TV programming for adults, so it’s a waste of time for them to spend their advertising dollars there. While the younger kids might not have the independence to buy the toys themselves, toymakers know they can rely on kids begging their parents for the toys they see advertised.
The advertisers had narrowed down their target audience to kids within a certain age range and they knew what programs those kids were watching and what programs they were not watching, so they spent their advertising dollars accordingly.
Can you imagine how much money they would have lost if they had paid for their commercials to be played on all the networks during all kinds of different programming, day and night? They never would have been able to sell enough toys to pay for all that air time, not only because of the expense, but because so much of that expense would have been wasted by showing the ad to people who aren’t interested.
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