Unit 1 · Advertising Fundamentals · Module 8 of 40

Audience Personas and Insight

Learning objective

Build evidence-based personas that carry a real tension the ad can resolve.

Concept summary

A working persona holds context, job-to-be-done, current alternative, barrier, trigger and media habits. Insight is the uncomfortable truth connecting the barrier to the brand's promise — not a demographic description.

Application task

Write one persona of 120 words ending in a single-sentence insight statement.