{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Exam 2 Study Guide - Exam 02 Study Sheet Signs that the...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Exam 02 Study Sheet Signs that the consumer is in control of advertising: Media fragmentation, Explosion of cable TV, Birth of the  Internet, FedEx, TiVo/DVRs, Viral Marketing, Rise of the Blog, Social Networking, Consumer Generated  Media The video produced featuring the explosive consequences of adding Mentos to Diet Coke helped  advertisers to see the value of consumer generated media. Doritos has paid millions of dollars to consumers to create their TV Commercials for the Superbowl. Mothers who wear baby carriers were offended by advertising  from Motrin and rallied together on Facebook  and Twitter to make their objections known. Unilver has fired their ad agency in place of an ad contest that invites consumers to create their ads. “People don’t buy products.  They buy solutions to problems.” -- Ted Levitt, Harvard B-School Marketing Guru Our society’s idea of “needs” shaped by scarcity of 1930s and 1940s. “Post-scarcity” period filled our  driveways, garages, closets and drawers to overflowing. Post-abundance will still be marked by scarcity. But scarcity in the future will be rooted in abundance, not  deprivation. The biggest growth opportunities of tomorrow will be those that address the needs of consumers who are  overwhelmed by super-abundance. Giving consumers less includes:  Less to spend (save them money) Less to do (save them time) Less to worry about (make it convenient) Less space to manage (make it compact) Less waste (make it green) Less to understand (keep it simple) Four primary methods of targeting consumers are:  Demographics Psychographics Contextual Targeting Behavioral Targeting Age, Gender, Ethnicity, Location, Education, Occupation, Income… are all examples of Demographics. Personality, Attitudes, Values , Interests, Lifestyles… are all examples of Psychographics. Claritas PRIZM divides the U.S. consumer into 14 different groups and 66 different segments. 
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Some of Claritas PRIZM’s segments include: Upward Bound; Blue-Chip Blues; Kids & Cul-de-Sacs; White Picket Fences; Country Squires; Fast-Track  Families; New Homesteaders; Brite Lites, Li'l City; Blue Blood Estates; Greenbelt Sports; Winner's Circle;  Home Sweet Home; Young Influentials; Second City Elite Contextual targeting helps you to place advertising in places that serve your audience’s interests (like brides  who read Bride Magazine might find an ad for Macy’s gift registry service — that’s context).
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern