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Identify the Consumer PSYCHOGRAPHICS examples
Culture Integrated pattern of behavior, knowledge and beliefs
that are acquired from a group and passed on to future generations.
Ritual Formalized act that is performed frequently.
Example—Thanksgiving
Identifying the Consumer
Social Class Group sharing the same economic or social status FACTORS
Income Education Occupation
Making a Purchasing Decision
Step 1 D Define the Problem
Step 2 I Identify the Choices
Step 3 C Choose an alternative & act on your choice
Step 4 E Evaluate your decision
Business Decision Flower ShopD—How do I get flowers for wedding &
maintain my current reputation.
I—1. Tell customers about problems 2. Runaway 3. Refund $ for tropical flowers 4. Substitute flowers & possibly reduce prices
or increase prices 5. Get flowers from a new connection Alternatives—1,3,5; 1,2; 1,5; 1,4
E Explain the outcome of each Why would this particular
outcome will occur? How will it immediately effect
the business?
Convenience Goods--Impulse Purchases; LESS THAN A MINUTE
Shopping Goods—Significant time to evaluate purchase options Specialty Goods or Big $ Items—Catering a Party; Purchasing a
Car or House. Groups can drive wants
EX. A group consisting of students has specific wants Advertisements can also create wants Before making a decision—you will remember or notice
advertisements for products that could satisfy your needs or wants.
Simple decisions you will only need recall. Complex decisions—time searching for info—including product
reviews, Internet surfing, talking with people who own the product, examining the product.
Usage & CommitmentUsage & Commitment
Nonuser Switcher—purchases
based on sales or incentives
New Consumer
Brand-loyal consumer
Heavy user
Cost & Impact Most difficult to persuade Expensive to persuade &
difficult to keep
Low short-term return, but could create brand-loyal users in the future
Difficult to convert
May not need persuasion
Cognitive Dissonance
Doubt that occurs after a purchase is made, which can be alleviated by customer after-care, money-back guarantees, and realistic sales presentations and advertising campaigns.
Select a Target
Current size of the market Expected growth of the market segment Cost of reaching the segment Compatibility with the advertiser’s objectives
& resources
Select a good or service (only pick 1). Using this slide and the previous slide, answer the following questions. Be specific and explain your answers thoroughly.
Before selecting “target markets”—advertisers must take a long look at each segment and look at its own advantages & disadvantages. Choosing the wrong target can have disastrous results. SIZE
too big the advertiser won’t be able to meet the demandtoo small, it might not be worth the advertiser’s time & money
EXPECTED GROWTHWill it continue to grow?Can the advertiser keep up with the market’s growth?Can the advertiser influence the growth of the market segment through
advertising? COST
Is the profit of reaching the segment worth the cost?COMPATIBILITY
Choose a Positioning Strategy Positioning—Making a marketers product
different from other products in the consumer’s mind.
Essential Elements of a Positioning Strategy Substance
Be certain your claims are true
Consistency Internally everything must work together to reinforce
the message
Simple, Distinctive Theme
Positioning Themes Benefit Positioning
Select a single benefit that is important to the consumer
User Positioning Focus on the user. Show how the product fits into the
user’s lifestyle
Competitive Positioning Make sure your product stands out from the competition
Small companies use this method to carve out part of the larger market (MARKET SHARE). Small companies emphasize the difference between their product & similar products on the shelf.
Creates a focus for the advertising campaign and helps an advertiser make internal decisions that create substance for the customer.
1. Select a single idea as a focus 2. Positioning themes can by physical or perceptual.
PHYSICAL POSITIONING Emphasize the function characteristics of a product Ex. Car can go from 0 to 60 mph in 2.2 seconds. Air bags deploy when the car collides with an object at 25
mph PERCEPTUAL POSITIONING Emphasize emotional/subjective opinions Ex. Car is exciting or adds to the owner’s status
Repositioning
Why? Market is constantly changing Competitor reacted differently than expected Consumer preferences changed
1. Define Positioning—substance, consistent, & simple/distinctive.
2. What does positioning provide?3. Supply an example of the Positioning
Strategies below:1. Substance; Consistency
4. Supply an example of a Physical Positioning.
5. Supply an example of a Perceptual Positioning.
6. What is the purpose of repositioning?
Answers1.Marketers making their products’ features & benefits
different from competition in the consumer’s mind. Substance is the company’s claim (what they want you to know). Consistency is telling consumers/customers the same message in different ways and in correct venues. Simple/Distinctive is making the positioning easily understood.
2. Provides the consumers with reasons to purchase specific products.
3. Substance—Statement that we have the best seafood on the South Shore
3. Consistency—receiving awards from the food critics for the best food. Making certain presentation and quality of food remains equal or better than current conditions.
Answers Continued4. Physical Positioning Theme
Leather seats—easy to keep clean Internship for students Autostart up
5. Perceptual Position Theme Remote side doors—easier to get packages in and out of
the car Pretty car Autostart up
6. Repositioning reacts to the market needs & wants. It deals with how competitor react & the ever-changing
market
Role of Research
Ad Research Thorough investigation of the planning,
preparation, & placement of advertisements.
Research Select the target segment Understand the target segment before
creating the advertisement Evaluate the advertisement’s effectiveness
(test audience) before it is released to the media
Evaluate the advertisement’s remaining effectiveness before it is withdrawn from the media (1st & 2nd)
Developmental Research Idea Generation Environmental Analysis
Evaluates the potential influence of your environment, including social & cultural trends, economics, & politics
Audience Definition Audience Profiling
Ex.. Lifestyle research, surveys, & in depth interviews
Evaluate the Impact
Ask questions, judge the audience’s interest level, watch their behavior
PRERELEASE TEST Before the ad is placed in the media
POSTTEST After the advertisement is placed in the media.
What Can You Measure? Product Knowledge
Recall & recognition tests Shape Attitude
Preference—what makes consumer choose one product over another
Attach Emotions Validate a Brand
Focus Group Consists of 6 to 12 consumers, led by a professional
moderator, who discuss the product.
Prerelease Test Methods
Communication Test Test the message the audience receives against
the message the advertiser wants to send Magazine Dummies
Mock-up magazine is sent to test audience. Test audience then answers questions about the
content
Prerelease Test Methods Theater Tests
View ads in small theaters
Thought Listings After viewing the ad, small groups write down the
thoughts they had during the advertisement. Pilot Test
Release advertisements in small portion of the target segment.
Selecting Target Markets Undifferentiated Targeting
Market is one big market with no individual segments & requires a single marketing mix
Concentrated Targeting Used to select one segment of market for
targeting marketing efforts Multisegmenting Targeting
Chooses two or more well-defined market segments and develops a distinct marketing mix for each
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