A successful marketing campaign connects with consumers on a personal dB level, which will help the business to develop long-term relationships with customers (Sherlock, 2014).

Not all consumers are the same. Determining the target audience is key to reaching the loyal and high-profit customers, in order to ensure a return on investment (Cahill, 1997, p. 10-11). To effectively determine the brand's target audience, marketing managers should consider the three main general aspects of target