Understanding Your Audience

I pay a lot of attention to Ads. One place that I am consistently impressed with advertisement is the television show Madmen.  The ads between the episodes are almost as entertaining and engaging as the show itself.  They have run a series of "meta-advertisements"- ads about making ads, while at the same time selling a product.

As you can watch by clicking the link below:
http://www.youtube.com/watch?v=3Qd6TUHBLlw

Perhaps a lot of people would think this a bad idea.  No one wants to know how they're being sold something that goes against the grain of marketing itself.  But these ads are more clever than just showing people how a company plans to market to their audience. 

In this particular ad they've chosen Vaseline.  While I do not know all of their stats I imagine that most of the people watching this television show are educated, have some interest in the arts, are middle to upper class, with a fairly even split of male to female viewers.  For this ad I believe females are the main audience trying to be reached.  That being said this type of ad would engage the viewer firstly by being entertaining and then by making them think of the product they're buying.  By having the ad set in the 60's and showing it's legacy to the present day give a sense of stability and quality.  Also the ad reflects the show- so if you're watching the show you're bound to like the ad or at the very least pay attention to it.  Most importantly I think the people watching do not want to be sold a "mom washing the floor with Mr. Clean type ad."  Their viewers are too smart to be sold that lie.  Instead the ad exposes itself and its motives and simply presents you with the product. In addition to the fact that the ad is clever and witty doesn't hurt.

This is effective marketing mostly due to the fact that they understand their audience.  They market a mini replica of their show in the ad's the use- AMAZING.  I watch the show religiously and am always highly interested and engaged with the ad's. 

Understanding your audience is essential.  I think this is something that quite a few Arts organizations do well.  But they need to capitalize more on their findings to create the most effective ad's for the organization! 

For more similar ads watch...
http://www.youtube.com/watch?v=QH_EUgaWLGQ&feature=related
http://www.youtube.com/watch?v=dx4mUyleg98&feature=related
OR Search Madmen Ad's on Youtube!