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Part 2 - Field Guide
Advertising/Targeting Pyramid
The Advertising/Targeting Pyramid is used to help us understand what portion of a given target audience will be in the market to buy products or services.
The Now Buyers are typically in the process of deciding to purchase within a given week or up to two or three months. Upcoming Buyers will be in the market anywhere from two or three months up to six months or a year. Potential/Future Buyers will be making a purchase anywhere from one year to four to six years. The bottom portion of the pyramid represents those individuals that will never be in the market for your product or service.
In advertising and marketing, both the Now Buyers and the Upcoming and Potential/Future Buyers are important. Understanding what you are trying to accomplish with your advertising campaign is important. Well-written direct-response ads will affect Now Buyers better, whereas, branding-style ads will have a much greater impact on Upcoming and Potential/Future Buyers.
It’s fairly easy to uncover how often people purchase or need specific products or services. Most often a simple google search will provide the answers (Google “What percentage of the population has seen a chiropractor in the last year?” or “How often do we purchase a different vehicle?”)
If you would like help in determining your category's purchase cycle, reach out to your media rep or contact ENS Media USA.
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