Characterizing the Situation
Profiling and Analyzing the Period in which an
Advertising Campaign Will Unfold
Carefully identifying and defining a problem
Looking at a problem from many angles
Developing a SWOT Diagram
Purpose of the SWOT:
To provide on only one page, a visual that captures
and conveys the impending situation into which an
advertising campaign, brand communications, and
other promotional messages are expected to be
Descriptive Research and
Research to Profile,
influence a Target
Purpose of Research
To gather information useful in
making better decisions
Consumer Insight Research
To gather info
Decision Making Strategies
Target Market Profiles
Four Warm-Up Questions:
1.Why is decision making included in a
2.Why do buyers elaborate on a decision?
3.Why make spontaneous purchases?
4.What criteria are used to make a choice?
Profiling a Target Market
Understanding how to profile a
Two Question Warm Up:
What do you know about:
1.Profiling a target audience?
2.Using target audience profiles?
Steps in Target Audience Profiling
1. Understand characteristics used to
Describing Products and Services:
Developing the Situation Analysis
Know all about the product or
service before attempting to
What does this product do for buyers?
What will draw buyers to it?
How does it compare to
competitive GPS products