Marketing Communications Memo Essay Example

gender have a significant impact on marketing communications. If a marketer aims to target men, their communication approach will likely differ from targeting women. When my husband and I watch TV together, I've noticed that he pays attention only to funny or comical ads and those featuring fast cars. Although fast cars might be considered a psychographic factor rather than a demographic one, it is still crucial for marketers to consider the typical interests of the gender or demographic they are targeting. By crafting a message that incorporates multiple elements appealing to various men, the ad is likely to yield greater success.

Various companies use the psychographic interest in fast cars as an example to tailor their marketing communications. They customize their messages to target this interest, even if the products or services they offer are unrelated to fast cars. For instance, cologne advertisements often feature a man driving a fast car, capturing the attention of consumers interested in fast cars. Similarly, as a member of the United States Armed Forces, I have observed multiple advertisements for online universities in military newspapers.

The website www.militarytimes.com displays two ads that target military students for an online university. One of the ads is for Thomas Edison State College, which caters to military members by offering programs tailored to their needs and flexible schedules. It also emphasizes that military training can be credited towards college education.

Understanding the importance of factors that are relevant to the target audience, such as the unpredictable military lifestyle, is crucial. A university that acknowledges and addresses these challenges through a tailored program will attract a significant number of military members. Additionally, emphasizing that the

college accepts military training reassures prospective students that they can potentially expedite their degree completion through existing college credits. Another advertisement featured on www.militarytimes.com, by Ashford University, similarly aims to engage military students.

This advertisement focuses on appealing to the patriotic side of military members rather than highlighting flexible schedules or credit for military training. The image of a soldier wearing a helmet aims to form a bond with the readers based on their shared patriotism. Although it does not highlight the same aspects as the previous advertisement, it sends a similar message, suggesting an understanding of military life.

After examining the impact of demographics and psychographics on marketing communications, it becomes evident why these factors are crucial for marketers to take into account. Having a deeper comprehension of various consumer demographics influences the marketing strategies employed and how the message is effectively conveyed. When targeting children or a younger demographic, utilizing social media websites for marketing purposes can be highly effective. On the other hand, humor or comedic advertisements may resonate more with a male demographic.

Understanding the various interests and lifestyles of the target audience enables customization of the message to best resonate with that specific group. Inclusion of images featuring fast cars, even if they are related to other products or services, will attract consumers who share an affinity for fast cars. Additionally, consideration of the consumer's lifestyle is crucial in marketing communications. Military personnel, for example, are often highly patriotic with an unpredictable lifestyle.

Marketers can gain insight into the lifestyle of military members to identify areas that would appeal to potential consumers. This includes highlighting a flexible schedule or the opportunity to earn college

credits through completed military training.

References

1. Byers, B. (2012). Great Internet Marketing, Even If Twilight Isn't Your Cup of Tea. Retrieved on February 6, 2012 from http://www.wolf21.com/blog/internet-marketing-even-if-twilight-isn%E2%80%99t-your-cup-of-tea/
2. Media Awareness Network. (2010). How Marketers Target Kids. Retrieved on February 6, 2012 from http://www.media-awareness/

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