Lecture 3 Ch4,5.docx - Lecture 3 Communication Response Models \uff08Situational Analysis Consumer:\uff09\u63a5\u7740\u4e0a\u8282\u8bfe Segmentation for Target Audience

Lecture 3 Ch4,5.docx - Lecture 3 Communication Response...

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Lecture 3 Communication Response ModelsSituational Analysis Consumer:)接着上节课Segmentation for Target Audience Selection Customer Groups(pp who drink coke)Brand loyal(people who only drink coco cola OR Pepsi)-Buy our brand onlyFavorable brand switcher-Buy our brand andother brandsNon-Customer Groups(pp who don’t drink coke at all)New category user-Enter category by buying our brandOther-brand switcher-Buy other brands and not oursOther-brand loyal-Buy another brand and not oursSegmentation for Target Audience SelectionDemographic, Socioeconomic, PsychographicUsed to define target marketNot sufficientas primary for target audienceUserelevantvariables from these three within the initial customer/ non-customer group considerationGeographicGeographic markets have varying customer development, demographic, socio-economic, and psychographic levels.Examples:National vs. Major marketsNational vs. Regional marketsIn class discussion:Traditional Medicinal teas: Target Audience: tea drinkers who like working out and seek for healthy digestion,wellnessPrice Info: the nice running shoes, carpet will hint the premium price, also theheadphone associates the ad with technology which also implies the price.It’s for non-customer groups, because the images have information that conveys thebrands’ uniqueness. It’s targeted forOther-brand loyalHerbal tea doesn’t have caffeine, regular tea has it. People have different situations toward tea, so this is for people who are at situationat post-exerciseOn the basis of Psychographic segmentation, it targets people who have healthy life
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style and value fitness.Chapter 4-5Communication Response Models:Models that illustrate communication effectswithin the receiver of an “advertising” messageApply to all IMC toolsDAGMARAIDAHierarchy of EffectsInformation ProcessingAlternative Response Hierarchies
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  • Advertising, Elaboration likelihood model, Dagmar, Percy Model

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