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Target Group in advertising is an indispensable strategy that breaks a huge market into smaller segments to concentrate on a particular group of consumers within that audience. It describes a segment of customers based on their unique attributes and focuses on serving those target audience. The better a brand understands the target market, more closely they’ll be able to focus on their ads, so they can pay only to reach the audience who are most likely to get converted into customers. In this day of “Big data”, brands have large amounts of information available that help to target specific audiences. So why should brands need to define TG before buying any media plan?