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
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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
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
Week of 9/9Phase 1, Step 3
Target Markets
Research Available:•Quantitative:•Arbitron•radio
•Nielsen (Media Measurement)•TV
Wednesday, September 11, 13
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
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
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
Week of 9/9
Wednesday, September 11, 13
Week of 9/9
Wednesday, September 11, 13
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
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.”