Secondary Audience

Posted in Marketing and Strategy Terms, Total Reads: 2762

Definition: Secondary Audience

Secondary audience is the groups of people who are not likely to buy use your product but can exert an influence on your primary audience & play an important role in their buying decision. It is very important for companies to target secondary audiences through their advertising and promotions such that they have positive attitude towards your brand & influence the primary audience to buy your product. Secondary audience can be anyone such as children, spouses, friends, neighbors & associates.

For example Kelloggs Chocos has primary target audience as Kids in the age range of 8-12 years but for this product their secondary audience is the mother who decides what kind of food should be given to the child. For this reason, most of the Kelloggs Chocos advertisements are targeted towards mother. Mother plays the role of decision maker here.


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