Question

What does it mean by “unique targeting” and “group targeting”?  Give examples of how they are employed in real life. What are the disadvantages of each strategy? Use examples to support your ideas.

Answer 1

Unique targeting means your target audience is a limited set of customers and group targeting means to target a mass number of audience.

Unique targeting example: Rolls Royce target to a particular set of customers who can afford their car.

Group targeting example: Coca cola targets to a mass audience as their products are affordable to almost everyone.

Disadvantage of Unique targeting: Advertisment cost per customer is very high.

Disadvantage of Group targeting: You are not focussing on a particular set of customers. So people will not pay you premium for that. So, margins are generally low.