Target Audience - Every brand has multiple constituencies that comprise its overall franchise. As we will discuss in this course, some audiences are more important to our business and brand than others. Your job is to identify these key constituencies, prioritize them. You will also define the behavioral objective for each of your key segments; this: - Key Segment(s)/Constituencies - Every brand has multiple constituencies; you should identify at least two. - Define your target audiences - demographics, psychographics; any variables that aids your understanding of your audience and informs your plan/tactics. - Key Insights - Relationship with brand, category; key needs, motivations, triggers. 07:00