Targeting audiences

Targeting audiences - Targeting audiences Best Superbowl...

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Targeting audiences Best Superbowl commercials 1.) Bud Light - "Dog sitter" 2.) Doritos - "Pug's Revenge" 3.) VW - "Darth Vader" STP Marketing Segmenting = process of breaking consumers into subgroups Targeting = selecting segment that will be the focus of the marketing effort Positioning= Why STP? You cannot reach everyone - nor is everyone interested in your product /service/idea Advertising is expensive Effective Segmentation Measurable Accessible Substantial Differentiable Actionable Types of Segmentation 1.) Demographic Includes gender, age, life stage, household income, education, occupation, race/ethnicity, religion, SES, sexual orientation SES (socioeconomic status) = economic and sociological measure of income, education, and occupation. Research companies survey population on brand and product usage Simmons and MRI (Mediamark Research INC) data Allows advertisers and agencies to identify the demographic traits of people in various usage segments
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This note was uploaded on 05/17/2011 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.

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Targeting audiences - Targeting audiences Best Superbowl...

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