Question: An automotive manufacturer wants to drive awareness for their new, large SUV, and want to reach an audience that is more likely to be interested in purchasing a family-sized car. Which of the following options should they choose when creating the audience for their campaign?
- Use lookalike audiences to mimic past auto purchasers
- Use demographic audiences to reach shoppers that have children
- Use overlapping audiences to reach shoppers who are in market for a car
Explanation
Demographic audiences help advertisers reach customers based on attributes such as household composition. A family-sized SUV campaign benefits from audience selection tied to family-related characteristics. This supports an awareness goal by focusing reach on shoppers more likely to find the vehicle relevant. The audience choice is based on who the shoppers are, not on prior vehicle purchases or audience overlap analysis.
Why the other options are incorrect
Lookalike audiences are used to find shoppers similar to a source audience, not to directly select family-related demographic attributes.
Overlapping audiences help discover related audiences with shared insights, not target a defined household characteristic.
Source for verification
https://advertising.amazon.com/insights-and-planning/audiences
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