# Distinguish trial and repeat-purchase target audiences.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/strategy-target

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--strategy-target/

Short exam answers with examples

### Practice question. Distinguish trial and repeat-purchase target audiences. [3 practice marks]

#### Answer

Trial objectives focus on non-users of the brand and seek first use, either by category newcomers or competing-brand users. Repeat-purchase objectives focus on existing users and seek retention or greater usage. The message and incentive should match the audience’s existing experience.

#### Illustrative example · A new snack pack

Students unfamiliar with the brand are a trial audience. Students who already buy it weekly are a repeat audience. The campus shopkeeper is a trade audience because stocking and display affect whether the purchase is possible.