Week 3: Selecting the Target Audience

Week 3: Selecting the Target Audience

1. Chapter 6

2. Step 1: Selecting Target Audience

   • Key Concepts
     • Brand loyalty: reflection of awareness, attitudes and behaviour
       • attitude of target audience

3. Broad Target Audience Groupings

   • Target Audience Groups
     • 5 buyer groups:
       • Brand loyals: regualarly buy your brand in a category
         • Favourate brand switchers: who buy your brand but also buy competitor brands
           • Other brand switchers: more than one competitor brand but NOT your brand
             • New category users: who are entering the category for the first time or re-entering after a long time
   • Antonides and van Raaij target audience in three levels:
     • General groups: defined by descriptive characteristics such as standard demographics and lifestyle variables
       • Domain-specific groups: defined in terms of characteristics associated with a product category
         • Brand-specific groups: described in terms of such things as brand loyalty, beliefs about a brand and buying intentions

4. Loyalty in Target Audience Selection

   • brand loyalty/ bran attitude/ brand equity
   • degree of loyalty to brand & competition
   • loyalty = purchase brand based on awareness of it/ level of preference
   • brand switchers = moderate prefernces
   • Loyalty Model Gourpings - how involved a person is with the categoy/how satisfied
   • loyal = highly satisfied with brand/ unlikely to swtich
     • Vulnerable = satisfied with brand, but little perceived risk in switching
       • Frustrated = not satisfied with their brand, but feel that the risk is greater than potential gain in switching
         • switchable - neither satisfied with brand nor inhibited in switching
   • strong brand equity = reducing vulnerability to competitor

5. Costs in Selecting a Target Audience

   • a trial objective - cost of gaining these new customers
   • Repeat purchaser objective = increasing usage
   • cost greater when gaining new users

6. Profiling Target Audience

   • Personality Traits
     • Self Esteem
       • Simple message = lower self esteem = more likely persuaded
         • Complex = high self esteem = more pursuded
     • Intelligence
       • more intelligent = lesser repetition
         • ability to deal with complex message
     • Introversion/Extroversion
       • extroverts like novelty and change
       • introverts value privacy & close friends
     • variables affecting persuasion
   • General level characteristics - permanent characteristics of people such as:
     • objective characteristics - age/income/ residence
       • subjective - lifestyle/personality

7. Segementation

   • Defining target MARKET not audience
     • But select target market THEN identify target audience
   • Variable is ATTITUDE

8. Links to Communication Strategy

   • fundamental distinction between customers and non
     • vulnerables - need to have their brand attitude strengthened
       • frustrated and switchable - require building of a more favourable brand attitude (because of lower satisfaction)
         • Loyals - part of target audience - essetnatial to maintain postitive brand attitude

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