90091
Description
Mind Map by phiajenkins, updated more than 1 year ago
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Created by phiajenkins
almost 11 years ago
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Lecture 8 (Marcom) (Cont.)
- TARGETING
- Targetting Specific
Audiences
- Considered the starting point
for marcom decisions
- Allows for precise delivery of
marketing communications to
targeted markets
- Prevents wasted coverage
to people falling outside
the targeted market
- Measurable Consumer
Characteristics
- Behaviourgraphics
- - Describes how people behave with
respect to a particular product
category of class of related products.
- Assume that the best predictor of
future behaviour is past behaviour.
- E.g Online behavioural
targeting (tracks the
online site selection of
users to as to enable
advertisers to serve
targeted ads. ---> Leads
to privacy concerns.
- E.g Online behavioural
targeting (tracks the
online site selection of
users to as to enable
advertisers to serve
targeted ads. ---> Leads
to privacy concerns.
- - Describes how people behave with
respect to a particular product
category of class of related products.
- Assume that the best predictor of
future behaviour is past behaviour.
- Psychographics
- Describes aspects of consumers'
psychological make-ups and lifestyles as
they relate to buying behaviour in a
particular product cataegory
- E.g Attitudes,
Values,
Motivations
- Customised psychographic profiles
- Customised to the clients specific product
category.
- Contain questionnaire items related to unique
characteristics of the product category.
- General purpose psychographic profiles -
'Off the shelf' psychographic data from
services that develop psychogrpahic
profiles of people independently of any
particular product or service.
- E.g Attitudes,
Values,
Motivations
- Describes aspects of consumers'
psychological make-ups and lifestyles as
they relate to buying behaviour in a
particular product cataegory
- Demographics
(Major Aspect
Examples)
- 1. Age structure of
the population
- 2. Change in
household composition
- 3. Ethnic Population
Developments
- 1. Age structure of
the population
- Geodemographics
- Consumers who
reside within
geographic clusters
such as zip codes or
neighbourhoods also
share demograpic and
lifestyle similarities
- Consumers who
reside within
geographic clusters
such as zip codes or
neighbourhoods also
share demograpic and
lifestyle similarities
- Behaviourgraphics
- Considered the starting point
for marcom decisions
- Choosing a targeting
method
- How difficult to obtain data
about the characteristic to be
used in targeting consumers
- How predictive is the characteristic
of consumer choice behaviour
- How difficult to obtain data
about the characteristic to be
used in targeting consumers
- Targetting Specific
Audiences
- Fundamental Marcom Program Decisions
- Targeting
- Positioning
- Budgetting
- Setting Objectives
- Targeting
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