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03. Appeal To Niches
As with all designs, you are producing a piece of work that targets a specific consumer group. Representing this consumer group directly in your ad is a great way to signal that you’re talking right to them. But, how do we do this if our target market is quite broad?
For example, the Wilkinson Sword brand of razors has a very extensive target market. Their ad campaign is a series of three ads that are each designed to appeal to a variety of users. By featuring people with a different facial features and the hairstyles that might look good on them, each ad is able to target a very wide range of people.
By using a campaign of four ads instead of one, Wilkinson Sword is able to use one strong and clever concept, and expand it a little further in terms of direct market targeting by using different people and genres. In short, Wilkinson Sword has been able to appeal not just to one specific type of person, but to razor-users as a whole.
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