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Mannone believes that the objective naturally identifies the target audience. “Ultimately, by starting with your objective, you’re able to identify your best target segment and any sub-segments. Once you combine your specific objectives with your specific targets, you’ve narrowed the pool of tactics that are most fitting from dozens down to a handful,” she said. “Additionally, your objectives and audience work has now enabled you to determine the best creative and message strategy, based on what resonates with them.”
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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