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Pur 4800 wk3 day 1 (target markets)
- 1. Week 3, Day 1 Target Markets 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
- 2. Week 3, Day 1 Phase 1, Step 3 Phase 1, Step 3 Target Markets •Relevant questions? •Who are we trying to talk to? • Who are we targeting? •What do they look like? •How do they live?
- 3. Week 3, Day 1 Phase 1, Step 3 Phase 1, Step 3 Target Markets Research Available: •Quantitative: •Arbitron •radio •Nielsen (Media Measurement) •TV
- 4. Week 3, Day 1 Target Markets Research Available: •Qualitative: aka consumer insights •MRI •http://www.gfkmri.com/ •Scarborough •Prizm/Claritas (owned by Nielsen) •market segmentation
- 5. Week 3, Day 1 Target Markets
- 6. Week 3, Day 1 Target Markets
- 7. Week 3, Day 1
- 8. Week 3, Day 1
- 9. Week 3, Day 1 Target Markets Prizm•market segmentation •approx. 66 Prizm clusters •http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&pageName=Segment%2BExplorer
- 10. Week 3, Day 1 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
- 11. Week 3, Day 1 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
- 12. Week 3, Day 1
- 13. Week 3, Day 1
- 14. Week 3, Day 1 Phase 1, Step 3 Phase 1, Step 3 Lab Assignment/Homework: •LA/HW #3: A day in the Life; Target Market Profile •Narrative with a name for the character, be careful of being stereotypical •Brief wake up to bedtime overview of the target’s day •Due: 9/17 •Read Appendix A, Pages 361-369 (end of non-probability section); pgs 380-385 (focus groups); pgs 389-401
- 15. Week 3, Day 1 Phase 1, Step 3 Phase 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
Notas del editor
- Caveat- in some cases the goals and objectives step comes before target market, sometimes it comes after. Depends on the client and their needs. If the client has provided or if it is a client that has an established target market that has been determined it may come first, if the client is new or is looking to change targets the goals and objectives may come first. It will greatly depend on what questions you have answers to and what questions you need answered in order to make later decisions. There isn’t a wrong order.
- -notice developing campaigns tends to begin and entail series of questions? -What do they look like? not physical characteristics, but figuratively. Are they homeowners,? Do they have kids? Are they married? Other examples of questions?
- -measures viewership/usage of media by consumers -can combine with data from qualitative providers to make determinations, such as top stations among A18-34 with a HHI of $75k+
- -information on the shopping patterns, media behaviors, detailed demographics and distinctive lifestyles -who they are, what they buy, how they think, and the best ways to reach them On the MRI page, go to the link, tell me what two studies reported right here on the home page may be of interest to your agencies for this final campaign? (Exercise & Groupon/Affluent users
- -Examples from 2008 Prizm Study segments
- -Examples from 2008 Prizm Study segments
- -pick a segment, tell me about them. The profiles are so detailed in their descriptions that you’re able to picture just who this person is including what car they drive.
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