Unless it s direct response advertising, the most it can do is interest someone enough to make an inquiry. Be clear, realistic, and prioritize. Usually a demographic description, often arrived at by a process of elimination. Provides a focus for the marcom program, but not the inspiration. Resist the obvious temptation to address as many people as possible focus on high-potential markets.
Inspiration comes from the psychographic and behavioral features of the target audience.
It stems from a real understanding of their lives and feelings, and should enable the creative team to appreciate what makes these people tick. It s the flesh and vital organs, compared to the skeleton in the preceding section, and should always be qualitative, descriptive, emotional, and creative. Bring them to life. It can be based on the product, on an observation about the consumer, or even an attribute of the category. The way that the main thought is presented is all-important.