3 Be able to identify key characteristics of audiences of clients for marketing communications (advertising)

Unit 8:  Identifying and Understanding Target Audiences for Marketing Communications (Advertising)

Unit code: D/504/3084

QCF level: 4

Credit value:

Guided learning hours:

Unit aim

The aim of this unit is for learners to learn how to identify and understand target audiences to enable them to target their advertising campaigns effectively. The unit covers the whole process of audience identification through to presenting an analysis of research and findings.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

Choosing and communicating to the most appropriate target audience for a client’s product or service is important for ensuring a successful advertising campaign which meets the client’s commercial aims by increasing sales within that audience. in this unit the learners will assess the client and their competitors’ current and potential advertising campaigns.

Learners will learn the importance of, and how to identify, the right target audience, how to understand that audience and metrics such as return on investment. The unit covers the use of tools that can be used to identify the right target audience and the benefit of focus groups for establishing consumer profiles. The advertising professional needs to be able to identify key characteristics of the target audience such as demographics, lifestyles and engagement with the client’s product. As such, learners will demonstrate their competence in these key areas.

Finally, learners will demonstrate their ability to analyse the behaviour and attitudes of audiences of clients in relation to advertising. This will include reasons for variations in demand, target audience behaviours, attitudes to advertising channels and the impact of advertising campaigns.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Understand key information relating to clients for marketing communications (advertising)

        Assess the extent of a client’s current marketing communications activities

        Assess the viability of a client’s current processes for consultation with audiences

        Assess a client’s actual and potential competitors’ marketing communication strategies and plans

        Identify the needs and expectations of a client’s stakeholders and board members

2    Understand key issues relating to identifying and understanding audiences of clients for marketing communications (advertising)

        Explain the importance of identifying parties with whom a client has to communicate

        Summarise ways of identifying parties with whom a client has to communicate

        Explain how to identify the potential and actual lifetime value of different audiences

        Explain how to calculate the return on investment of customer acquisition

        Identify tools that can be used to gain the understanding of audiences

        Explain the value of focus groups for validating user profiles


Learning outcomes

Assessment criteria

3    Be able to identify key characteristics of audiences of clients for marketing communications (advertising)

           Identify the needs, expectations and relationship requirements of a client’s current and potential audiences

           Establish for different audience types:

  • their demographics
  • their lifestyles
    • their engagement with a client’s products and services

4    Be able to analyse the behaviour and attitudes of audiences of clients for marketing communications (advertising)

        Summarise reasons for variations in audience demand for a client’s products and services

        Explain how audience behaviour, attitude and behavioural triggers are linked to:

  • category of product and service
  • needs of brand

        Establish audience use, exposure and attitudes to different marketing communication channels and platform

        Summarise reasons for differences in audience behaviour and attitudes to a client’s products and services and those of a client’s competitors

        Assess the impact of recent marketing communications strategies upon audience engagement with products and services

        Present information about audiences to others in ways which enables understanding of their characteristics and attitudes


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