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Week 3, Day 1
Target Markets
Target Markets

Target Markets
•Target market- the segment of a public you want to reach, the...
Week 3, Day 1
Phase 1, Step 3
Phase 1, Step 3

Target Markets
•Relevant questions?
•Who are we trying to talk to?
• Who ar...
Week 3, Day 1
Phase 1, Step 3
Phase 1, Step 3

Target Markets
Research Available:
•Quantitative:

•Arbitron
•radio
•Nielse...
Week 3, Day 1

Target Markets
Research Available:
•Qualitative: aka consumer insights
•MRI
•http://www.gfkmri.com/
•Scarbo...
Week 3, Day 1

Target Markets
Week 3, Day 1

Target Markets
Week 3, Day 1
Week 3, Day 1
Week 3, Day 1

Target Markets
Prizm•market segmentation
•approx. 66 Prizm clusters

•http://www.claritas.com/MyBestSegment...
Week 3, Day 1

Target Market Profiles
When developing profiles you should be as detailed as possible in order to help
you ...
Week 3, Day 1

Target Market Profiles
When developing profiles you should be as detailed as possible in order to help
you ...
Week 3, Day 1
Week 3, Day 1
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 Profil...
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 wh...
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Pur 4800 wk3 day 1 (target markets)

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Pur 4800 wk3 day 1 (target markets)

  1. 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. 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. 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. 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. 5. Week 3, Day 1 Target Markets
  6. 6. Week 3, Day 1 Target Markets
  7. 7. Week 3, Day 1
  8. 8. Week 3, Day 1
  9. 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. 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. 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. 12. Week 3, Day 1
  13. 13. Week 3, Day 1
  14. 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. 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

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