Week 3 lecture.pdf - Week 3 Campaign Target Audience Selection and Audience Decision Making 1 Segmentation \u2022 Difference between target market target

Week 3 lecture.pdf - Week 3 Campaign Target Audience...

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15/03/2019 1 Week 3 Campaign Target Audience Selection and Audience Decision Making 1 Difference between target market , target customer and audience Until MEDIA STRATEGY, the only correct segmentation variable for target audiences is attitude Groups of who hold relatively similar attitudes towards category usage and brands within the category Segmentation 2
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15/03/2019 2 Marcoms planning steps 1. Brand Positioning Rossiter Percy Grid T-C-B positioning model I-D-U benefit analysis Positioning statement 2. Targets and Campaign Objectives Campaign target audience selection Action objectives Campaign communication objectives 3. Creative Strategy Key benefit claim Creative idea (remote conveyor) Brand awareness and brand attitude (grid) tactics Attention tactics by medium 5. Media Strategy PESO (traditional & digital) Primary & secondary media Reach pattern Effective reach Media vehicles Scheduling 6. Campaign Management Campaign budget Tracking measures and analysis Diagnosing and preventing wear-out 4. Marcoms tools Public Relations Personal selling & Direct marketing Advertising Sales promotions 3 Brand loyalty segmentation for target audience selection A BETTER way to segment is to categorise target customers based on their “loyalty” to the various competing brands. Loyalty here means that customers are aware of the brand (or brand-item) and prefer it. 4
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15/03/2019 3 Customer targeting using brand loyalty segmentation 5 Target customers vis à vis target audience Example Target customer for a brand Broad definition of (T) To new parents ……. Target audience for a campaign Based on loyalty segmentation (NOT DEMOGRAPHICS Brand loyalty segmentation Brand loyals (BLs) Favorable brand switchers (FBSs) Other brand switchers (OBSs) Other brand loyals (OBLs) New category users (NCUs) Brand loyalty segmentation Awareness and Attitude Considerations for Potential Target Audience Groups Please read your textbook and not rely on these slides (my work) Buyer Group Awareness and attitude considerations Customers of brand Brand loyals Highest awareness Most positive brand attitude, likely to be immunised against competitive message Favourable brand switchers Awareness should be high Positive brand attitude, but only moderate preference Non Customers of brand Other brand switchers May or many not be aware of our brand
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