Every company should have an ideal group of people or type of person that they want to sell to. Its products, services and company values should interest that group of people and incline them to make a purchase. This group is known as your target audience. Targeting a specific audience allows you to use your advertising dollars wisely. This does not necessarily mean that you are excluding other people outside of your audience; you’re simply focusing on the people who are more likely to purchase your products and become loyal customers.