Target Audience Definition Project - ADV 1641
Using: NADbank / PMB Rationale

Working in your assigned Group: 3-4 people

Purpose of Assignment:

1. To gain experience working with NADBank and PMB.
2. To increase your awareness of the valuable audience, market and purchase behaviour data available to advertisers.
3. To present your research findings and recommendations in a clear, well-written document.

Your client:
Your team will choose a __________located in at least two Canadian cities. You will also choose the two markets (major cities – Toronto, Vancouver, Montreal, Ottawa, Calgary, Edmonton, Winnipeg, Halifax) to concentrate on if your chosen restaurant is in more than two cities. These will be your two separate bases for this project.

Defining your target audience:
Based on the restaurant you choose, you can decide which basic target audience you will reach (i.e. adults 18-34 with personal incomes of $50,000+, Women 25-49 who have graduate university, married men 35+, etc.). Please include 3 basic demographics. • Using the basic demos further evaluate your audience by: o Other basic demographic information o By lifestyle, shopping patterns and behaviours, and media habits

Using NADBank and PMB:
Develop a media rationale to use (or not to use) newspapers and or magazines to reach your audience. Your should include: • Recommendations as to why use (or not use) the media (Newspapers and/or Magazines) supported by your audience findings…use CARD to help your research if need be) • Specific media vehicles and rationale supported by your audience research findings

Report Format (your report should be about 8-12 pages, but not more than 15)

• Title page • Table of Contents (mandatory if 10 pages +) • Introduction-brief description of you entire document (15%) • Overview of your client (15%) o Describe the chosen restaurant o Note the chosen two cities • Target Audience Definition (review by city) (20%) o Outline your basic target audience (3 basic demographics) o Further evaluate your target audience on other demographics o Profile of target audience’s lifestyle, shopping patterns and behaviours, and media habits o Include charts and graphs as well as text to support your findings • Media Rationale (review by city) (30%) o Media and vehicle rationale supported against your target audience o Include charts and graphs as well as text to support your findings • Appendix: Which will include? (20%) o Print out of runs

Due date: Week 7 at the beginning of class (October 18/19)

Value: 20% of final mark