Caffeinated posts from an ACD/Copywriter. I write about advertising, design, astronomy, cooking, and pretty much anything else that strikes my fancy, including random bits of reference info for work purposes. You may also know me as 'that other gal' who helps run Adland.
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Thursday, January 05, 2006
[ :: adgruntie :: why group targets so large? ]

+ Strategy Magzine is holding a conference in Toronto entitled "Understanding Men: Metro or Retro" with the aim to best learn how to drill down the target market that is men.

Ok...wait just one moment here. Does some researcher really think that they can make such broad types of claims about a gender group that can be so incredibly diverse? WTF?...argh.

I never understood the groupings of "men" and "women" in the way that it's done usually. Ok so men. Yeah. And sure you go further by narrowing down by age (although sometimes those groupings are ridiculously large too like 18-54...come on) but that still leaves out so many factors and such. It's so silly.

If any client or AE handed me a strategy with "Target: Men 18-54" and left it at that I think I'd find it hard not to laugh in their face. Sometimes mass media isn't the problem. The problem begins much more closer to the beginning with strategies like that.

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