The target market for Resonance is middle class men and women ages 21-35. "The majority of Americans today define themselves as middle class, regardless of their actual income or educational attainment"(Lamb/Hair/McDaniel, 71) Part of our customer's self concept is being music lovers and our advertising will incorporate music in some way. "Through self-concept, people define their identity, which in turn provides for consistent and coherent behavior"(Lamb/Hair/McDaniel, 76) Our age demographic spans both generation X and Y. Our advertising will target each one individually and together. Urban city nightlife will be a consistent theme in our marketing. Targeting the lifestyle of our market segment.
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