A men's shampoo brand wants to promote a price discount. Why would the TV brief have a target audience of Grocery Buyers?

• A. It is an error and you should advise the TV Planner of the mistake.
• B. It is much cheaper to advertise to Grocery Buyers on TV, therefore, it is a common tactic to use this demographic to reduce the cost of the campaign.
• C. As the campaign is a price discount, the target should be the purchaser of the product, in this case, Grocery Buyers.
• D. It is a mistake. Even though Grocery Buyers are the product 'purchaser', it is important to target the product 'user' to increase sales.

Answer: (C)

When a price discount is part of the promotion, the goal is to influence the decision that actually gets the product onto shelves and into purchases. The person who controls that decision in a retail setting is the Grocery Buyer. They decide which brands to stock, negotiate promotions, and approve price cuts or in-store deals. Targeting them on TV helps ensure the discount is supported at the retailer level, funded, and executed, so the lower price reaches shoppers.

So the best fit is that the campaign should speak to the purchaser who controls the promotion and assortment, not just the end user. Other reasons like “it’s cheaper” or focusing on the user don’t line up with how retailer promotions are planned and authorized.