Top Banner
Week of 9/9 Target Markets Target Markets Target market- the segment of a public you want to reach, the target group for your message. specific segment you desire to deliver your message to demographics- quantitative pyschographics- qualitative the more you know, the more targeted and precise your campaign can be Wednesday, September 11, 13
15

Thursday 912

Dec 05, 2014

Download

Business

ProfBryant

 
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Thursday 912

Week of 9/9Target Markets

Target Markets•Target market- the segment of a public you want to reach, the target group for your message.•specific segment you desire to deliver your message to•demographics- quantitative•pyschographics- qualitative•the more you know, the more targeted and precise your campaign can be

Wednesday, September 11, 13

Page 2: Thursday 912

Week of 9/9Phase 1, Step 3

Target Markets•Relevant questions?•Who  are  we  trying  to  talk  to?•  Who  are  we  targe1ng?  •What  do  they  look  like?  •How  do  they  live?

Wednesday, September 11, 13

Page 3: Thursday 912

Week of 9/9Phase 1, Step 3

Target Markets

Research Available:•Quantitative:•Arbitron•radio

•Nielsen (Media Measurement)•TV

Wednesday, September 11, 13

Page 4: Thursday 912

Week of 9/9

Target Markets

Research Available:•Qualitative: aka consumer insights•MRI•http://www.gfkmri.com/

•Scarborough•Prizm/Claritas (owned by Nielsen)•market segmentation

Wednesday, September 11, 13

Page 5: Thursday 912

Week of 9/9

Target Markets

Wednesday, September 11, 13

Page 6: Thursday 912

Week of 9/9

Target Markets

Wednesday, September 11, 13

Page 7: Thursday 912

Week of 9/9

Wednesday, September 11, 13

Page 8: Thursday 912

Week of 9/9

Wednesday, September 11, 13

Page 9: Thursday 912

Week of 9/9

Target Markets

Prizm-•market segmentation•approx. 66 Prizm clusters•http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&pageName=Segment%2BExplorer

Wednesday, September 11, 13

Page 10: Thursday 912

Week of 9/9

Target Market Profiles

When developing profiles you should be as detailed as possible in order to help you when determining strategies and tactics.Types:

-A Day In The Life-Prizm style profiles-Narratives

Wednesday, September 11, 13

Page 11: Thursday 912

Week of 9/9

Target Market ProfilesWhen developing profiles you should be as detailed as possible in order to help you when determining strategies and tactics.Types:

-A Day In The Life-Prizm style profiles-Narratives

Wednesday, September 11, 13

Page 12: Thursday 912

Week of 9/9

Wednesday, September 11, 13

Page 13: Thursday 912

Week of 9/9

Wednesday, September 11, 13

Page 14: Thursday 912

Week of 9/9Phase 1, Step 3

Lab Assignment/Homework:

•LA/HW #3: A  day  in  the  Life;    Target  Market  Profile•Narra1ve  with  a  name  for  the  character,  be  careful  of  being  stereotypical•Brief  wake  up  to  bed1me  overview  of  the  target’s  day•Due:  9/17

•Read  Appendix  A,  Pages  361-­‐369  (end  of  non-­‐probability  sec1on);  pgs  380-­‐385  (focus  groups);  pgs  389-­‐401

Wednesday, September 11, 13

Page 15: Thursday 912

Week of 9/9Phase 1, Step 3

Thought of the Day:

“Time can be your enemy or your friend, depending on what you do with each little moment. Make the choice, and put forth the effort, to make each moment count for something positive and meaningful...Some of the most powerful things you do are the things you do by habit. So choose to direct all that power in a positive, life-enriching direction.”

-Ralph Marston

Wednesday, September 11, 13