Knowing Your Audience

Carrie Jones // September 10, 2008 // Advertising // No Comments

For the sake of honest blogging, I will admit I have recently started watching a certain ‘gossip’ show on the WB. And last night as I watched, fast forwarding through commercials, I did what every advertiser hopes consumers will do while watching a show on their DVR – actually watch its commercial! Better yet, I rewound through the commercials to view their commercial.

What caught my eye was the trailer for the upcoming movie Confessions of a Shopaholic. The trailer during the gossip show screamed fashion, cool and sexy (if you haven’t guessed the program click here), which mirrored exactly what the current programming was offering.

The fact that this movie had good ad placement is not the exciting part. Any good media buyer can do that. To me it’s the fact that they are being so selective by not running print ads, not running the trailer on other channels and not promoting it on every daily entertainment show (yet). They are being targeted and selective. Key components for a successful ad, PR or social media campaign. And therefore generating early buzz with its target demo for a movie that doesn’t release until February -five months from now! I say smart move. More advertisers should use the selective approach rather than just blanketing the airwaves. If you’re not going to be targeted and smart, why bother?

[youtube=http://www.youtube.com/watch?v=d5muyAz5DYM]