You MUST read to the end of this because this is important for every marketer!
I tend to be quite fanatical about target markets. So fanatical in fact, that I use it to shut down conversation. "Nup, not interested. Not our target market". Back when I was doing national TV advertising every single day, I only advertised on one 30min show, Monday to Friday. Why? Because that's where my customers were.
The thing with advertising and marketing is that you need to find a way to target your market so specifically that you don't market to anyone else. Why? Because it's a crap load cheaper. That's why. Generally advertising is based on the number of people you touch. Primetime TV in a city may touch 1million people. But if your target market only makes up 20% of that, then you are wasting 80% of your marketing budget. If you don't know who your target market is in the first place, then you are screwed. FIND IT OUT!
This is why TV, radio and anything in print is dying!!!