Question: Gordon’s Chocolate wants to reach shoppers on Amazon.com with similar attributes as the brand's existing audience from web sales last holiday season. What type of audience can they engage to achieve this?
- Demographic audiences
- In-market audiences
- Lookalike audiences
Explanation
A brand’s existing customer signals can be used as a seed to find shoppers who share similar attributes. Lookalike audiences support audience expansion by identifying people who resemble a selected source audience. This is useful when the goal is to reach new shoppers while staying close to proven customer patterns. Web sales from a prior holiday period provide a relevant audience base for finding similar potential customers.
Why the other options are incorrect
Demographic audiences group people by characteristics such as age or gender, not similarity to an existing customer audience.
In-market audiences are based on recent category consideration, not similarity to a brand’s prior web-sales audience.
Source for verification
https://advertising.amazon.com/insights-and-planning/audiences
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