through the advertisement on the radio determines whether the market the promoter was
targeting will attend. The target market can be deduced from the radio station the party is
advertised on, the concept of the party, the venue at which the party will be held and the charge
required to attend the party.
As was mentioned above, one can be able to assess the type of market attending a party.
For the average partygoers, this is very important, as it can be determined whether or not one
will enjoy themselves at the party. This evaluation, though, may be seen as a type of
discrimination. For example, if a party is promoted on the radio station 98.9FM, the venue is a
club in the east of Trinidad, and the asking price to attend the party is at no cost before a certain
time for males and females, one may be able to say that a more urban crowd will attend.
Another issue raised is the age group of persons attending a specific party. It is hardly
ever found a party with a mixture of young adults and middle-aged persons. This may be
because either groups may have complex issues with associating with each other, the type of
music played may not be well suited for both groups or the concept of the party may not appeal
to both crowds. For example, young adults would hardly attend a party that is advertised on the
radio station 95.5FM, in a venue such as Club Ambassador, which is associated with drawing a
mature crowd and the djs are those from 95.5FM. This is because 95.5FM is not connected with
playing the type of music young people listen to such as hip-hop, rap, dancehall and reggae.
In investigating this topic, a few challenges were experienced. Firstly, in no party
evaluated was the whole crowd the market that was targeted. There were a few persons who did
not look like the type of person expected at the party. Another challenge was that some
promoters did not aim at any specific target market. In this way, the crowd was a mixture of all
different types of persons.
Overall, though, the theory established that the target market of a party can be
determined by the way it is communicated was proven to be accurate. Parties can be
communicated in various ways on advertisements on the radio, which can be used to draw the
attention of certain persons. This communication is very important as it determines whether or
not one will enjoy themselves at the party. It can be then said that the venue, the concept and
the asking price of the party can be used to draw a certain market.
