Advertising: Concept & Copy

1. MARKET SEGMENTATION

2. MARKET SEGMENTATION
What is it?

3. creating separate selling arguments
to separate segments or target markets
of potential consumers

4. DEMOGRAPHICS

5. socioeconomic and cultural variables
• population size and shifts
• gender and age
• geographic location and mobility
• income and expenditures
• occupation and education
• race, nationality, and religion
• marital status and family status

6. Marketers track demographics
the way fishermen track schools of fish,
and for the same reason.

7. “ Fish where the fishing is good. ”

8. PSYCHOGRAPHICS

9. …the opposite of demographics
not the outside of one’s life…
but the inside.

10. • Attitudes
• Opinions
• Habits
• Personality traits
• Lifestyles
• Social class

11. BUYING BEHAVIOR

12. BUYING BEHAVIOR
How they think and use the products themselves

13. OCCASIONS

14. OCCASIONS
“When” people buy or use something

15. OCCASIONS
… invent an occasion!

16. BENEFITS SOUGHT

17. BENEFITS SOUGHT
Ask yourself what benefits consumers seek…

18. USAGE RATE

19. USAGE RATE
We consume a LOT of some things but a lot LESS of others

20. “80/20 RULE”

21. “80/20 RULE”
20% of the market consumes 80% of that product

22. LOYALTY STATUS

23. LOYALTY STATUS
Loyal brand users…
What unites them?
What separates them from others?

24. READINESS STAGE

25. READINESS STAGE
Are consumers ready to buy…
Unaware of the brand…
Informed or interested?

26. ATTITUDE

27. ATTITUDE
People’s attitudes, from negative to positive,
toward you product or brand

28. WHAT CAN YOU DO?

29. WHAT CAN YOU DO?
THINK…

30. WHAT CAN YOU DO?
THINK…
Who’s buying the product…
How many kinds of “WHOS” are out there?

31. WHAT CAN YOU DO?
Make assertions about what type of consumer
MAY be out there.

32. SPEAK THEIR LANGUAGE

33. “ To know whom to write for
is to know how to write.”
Virginia Woolfe

34. THINK LIKE
THE MARKET SEGMENT

35. “ If you can’t turn yourself into your
customer, you probably shouldn’t be in
the ad writing business at all.”
Leo Burnett, founder, Leo Burnett agency