1. The document discusses Active Healthy Lifestyles (AHLs), who tend to be most active in maintaining health and fitness between ages 45-54.
2. It provides data on AHL activities, media consumption, and buying habits by age, gender, and other demographic factors.
3. Key insights include that AHLs are more likely to engage with active media like the internet and magazines than passive media like TV. They also prefer to research products themselves rather than rely solely on advertising.
Why alcoholic advertisements should be bannedВлад Панасенко
The document discusses the negative impacts of alcohol advertisements, especially on youth. It notes that alcohol ads use appealing characters, colors and sexual imagery to grab youth attention. Studies found youth best remember alcohol ads from major events like the Super Bowl. The ads influence youth by portraying drinking as enhancing fun and confidence. However, underage drinking poses serious health risks and can disrupt development. The large sums spent on alcohol ads, about $2 billion annually, show the industry prioritizes promoting their products over youth well-being. Overall, the document argues alcohol advertisements should have stricter regulations due to their demonstrated impacts on youth drinking behaviors and health.
This document provides an advertising plan for Fiber One cereal. [1] It analyzes societal and family factors influencing consumer breakfast choices. [2] It examines Fiber One's position in the cereal and competing categories. [3] Recent Fiber One campaigns are summarized and a SWOT analysis of the brand is presented. [4] The document outlines a brand vision, identity, and environment to reposition Fiber One to a younger, healthier audience through advertising.
This document provides information about companies and their scores on workplace equality for LGBT employees. It includes an introduction explaining the purpose of the guide and where the scores come from. The bulk of the document consists of tables listing companies by industry and assigning them a color code (green, yellow, red) based on their score. It also provides some brief explanations about how the scores are calculated and what they represent.
The document outlines Harley-Davidson's marketing strategy to target women ages 25-34 for its Sportster bike line. It identifies magazines, internet, outdoor, and television advertising as the key media mix. The strategy involves pulsing advertising across four cycles aligned with seasonal riding patterns, and allocating $23 million total with $5 million for promotions including events at the Sturgis and Daytona Beach rallies and a national bike giveaway promotion. The goal is to increase Sportster sales by 3,000 bikes within the next year through a high-reach, moderate frequency campaign.
The document discusses concepts and tools of social marketing. It emphasizes understanding consumers and using insights to develop strategies that address consumer wants, needs and motivations. Specifically, it recommends segmenting audiences and understanding competition for attention in order to craft appealing messages and programs. Examples focus on using these principles to increase smoking cessation, particularly among routine workers who are heavy smokers.
STARBRANDS // BUILT TO SHINE: Building a new fitness brand in CEE p. 1SOFAMI.PL
To pierwsza część z cyklu strategii marki, która skupia się na analizie rynku i konkurencji oraz segmentacji użytkowników i tym samym wskazuje możliwe kierunki budowy nowej i unikalnej marki fitnessu np. fitness klubu w CEE.
This example from the brand strategy category analysis current market, competitive situation and customers` segmentation and thus shows the possible directions for building a sound and unique brand of fitness incl. fitness club or gym in CEE.
Why alcoholic advertisements should be bannedВлад Панасенко
The document discusses the negative impacts of alcohol advertisements, especially on youth. It notes that alcohol ads use appealing characters, colors and sexual imagery to grab youth attention. Studies found youth best remember alcohol ads from major events like the Super Bowl. The ads influence youth by portraying drinking as enhancing fun and confidence. However, underage drinking poses serious health risks and can disrupt development. The large sums spent on alcohol ads, about $2 billion annually, show the industry prioritizes promoting their products over youth well-being. Overall, the document argues alcohol advertisements should have stricter regulations due to their demonstrated impacts on youth drinking behaviors and health.
This document provides an advertising plan for Fiber One cereal. [1] It analyzes societal and family factors influencing consumer breakfast choices. [2] It examines Fiber One's position in the cereal and competing categories. [3] Recent Fiber One campaigns are summarized and a SWOT analysis of the brand is presented. [4] The document outlines a brand vision, identity, and environment to reposition Fiber One to a younger, healthier audience through advertising.
This document provides information about companies and their scores on workplace equality for LGBT employees. It includes an introduction explaining the purpose of the guide and where the scores come from. The bulk of the document consists of tables listing companies by industry and assigning them a color code (green, yellow, red) based on their score. It also provides some brief explanations about how the scores are calculated and what they represent.
The document outlines Harley-Davidson's marketing strategy to target women ages 25-34 for its Sportster bike line. It identifies magazines, internet, outdoor, and television advertising as the key media mix. The strategy involves pulsing advertising across four cycles aligned with seasonal riding patterns, and allocating $23 million total with $5 million for promotions including events at the Sturgis and Daytona Beach rallies and a national bike giveaway promotion. The goal is to increase Sportster sales by 3,000 bikes within the next year through a high-reach, moderate frequency campaign.
The document discusses concepts and tools of social marketing. It emphasizes understanding consumers and using insights to develop strategies that address consumer wants, needs and motivations. Specifically, it recommends segmenting audiences and understanding competition for attention in order to craft appealing messages and programs. Examples focus on using these principles to increase smoking cessation, particularly among routine workers who are heavy smokers.
STARBRANDS // BUILT TO SHINE: Building a new fitness brand in CEE p. 1SOFAMI.PL
To pierwsza część z cyklu strategii marki, która skupia się na analizie rynku i konkurencji oraz segmentacji użytkowników i tym samym wskazuje możliwe kierunki budowy nowej i unikalnej marki fitnessu np. fitness klubu w CEE.
This example from the brand strategy category analysis current market, competitive situation and customers` segmentation and thus shows the possible directions for building a sound and unique brand of fitness incl. fitness club or gym in CEE.
The document discusses opportunities for IHOP to partner with AARP to reach the 50+ demographic through AARP's various media platforms and events. These include advertising in AARP publications and websites, sponsoring events, and launching members-only offers. Past partnerships between AARP and companies like Denny's and Chrysler that utilized members-only offers are cited as successful examples.
Easy Ways to Segment Your Customers and Create Actionsimagine.GO
Health care reform created millions of new health care shoppers. Many of whom visited your website for the first time. You've did the work to support the new health care consumer on your site, but did you converting visitors into shoppers, and shoppers into repeated customers? You can find the deck associated with this presentation here.
During this session we discussed:
1. How do you create and execute an effective segmentation strategy for health insurance shoppers?
2. Why Segment?
3. What Models?
4. What Methods?
5. What Results?
6. What Next?
Modeling in the Healthcare Industry: A Collaborative Approachodsc
Evariant has partnered with, and are using DataRobot for multivariate predictive analytics because it is a flexible, robust, and extremely efficient tool for maximizing our modeling efforts, as well as an example of leveraging high-end data science and tools in the healthcare industry.
A detailed research on INFLUENCE OF ADVERTISEMENTS ON CONSUMER’S FOOD CHOICES with a sample size of 242 respondents through the IBM SPSS software includes Reliability, Correlation, and regression analysis with and without moderators.
There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
This document discusses opportunities and challenges for companies in the health and wellness market. It summarizes the results of a consumer survey on health and wellness preferences. Key findings include: 1) Consumers are willing to pay higher premiums for certain attributes like organic and products with scientific/consumer claims. 2) Taste, freshness, and natural attributes are both important to consumers and command higher premiums. 3) Both millennials and baby boomers represent important demographic groups, with differing preferences, though baby boomers are willing to pay higher premiums overall.
This document provides a group project report for a marketing management course. It includes an analysis of the restaurant industry covering topics such as the economy, laws and regulations, costs, competition, and technology. It then presents the group's proposed restaurant concept called La' Giardino, including its mission statement, SWOT analysis, target market, marketing goals, and marketing mix strategies. The key details are that the group proposes an Italian garden-themed restaurant targeting upper and middle-income families in the Shahrai Faisal area of Karachi, Pakistan with competitive pricing and a focus on fresh, healthy foods.
Nielsen Global Corporate Social Responsibility Report - June 2014Lawrence Newman
1) Consumers say they care about corporate social responsibility, but do their actions follow? A global survey found that over half of respondents are willing to pay extra for sustainable products and services, and over half report having made a sustainable purchase in the past six months. Retail sales data shows higher growth rates for brands promoting sustainability versus those that do not.
2) Younger consumers, especially Millennials, express more willingness to support sustainable companies and purchases. Over half of respondents open to sustainability actions are Millennials. Their support is much higher than older generations like Baby Boomers. The gap is even larger in developing regions.
3) Companies are increasingly adopting sustainable practices not just for social good but
At Your Service: A Path to Brand Leadership and Good Business in Your CommunitytheGrapevine411
In this presentation at IHRSA 2015, we explored ways to position your business as a leader in the community and build your brand:
1) High-yield cause marketing campaign model
2) High-profile public health initiative
3) Programs that reach deep into community
4) Business-to-business partnerships
Harley Davidson is launching a new media campaign to increase brand awareness and customer demand by 5% during the spring and summer months. With a $10 million budget, the campaign will use various media channels including radio, newspapers, internet, TV, magazines and cable from February through June. The target audience includes adults ages 25-54 who identify as "Experiencers" or "Achievers" based on a lifestyle survey. The media objectives are to reach 40% of U.S. households with a GRP of 1,500 while maintaining 70% reach throughout the campaign. The media plan allocates funds across different channels with a total spend of $9,047,004, leaving $952,996 remaining in the
Capitalizing on the shifting consumer food value equationOliver Grave
Capitalizing on the shifting consumer food value equation - To help retailers and manufacturers better understand the drivers of consumer values, Deloitte Consulting, the Food Marketing Institute and the Grocery Manufacturers Association conducted a joint study.
We created this pitch deck for the American Association of Retired Persons to help them build B2B partnerships. The presentation explains the size, potential, and buying power of AARP’s 32 million members.
How to Measure Word of Mouth, presented by David RabjohnsWordofMouth.org
PRESENTED BY: David Rabjohns, CEO at MotiveQuest
RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012
Watch the video of this presentation here: https://vimeo.com/44766220
This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This document discusses ethics in advertising. It provides examples of how ethical issues can arise, such as misleading health claims made by Nestle in an advertisement for Maggie soup. Unethical practices in advertising include deception, exaggeration, false testimonials, misleading information, exploiting children, unhealthy comparisons between brands, and surrogate advertising for banned products. The document argues for stricter laws against unethical advertising and for advertisers and consumers to take responsibility to ensure ethical standards are followed.
This document summarizes a report by Evolution Insights on corporate social responsibility (CSR) in the food and grocery industry. It finds that 51% of shoppers would pay more for Fairtrade bananas and that community initiatives like Asda's flood relief donation had the biggest positive impact on brand image. The report uses both qualitative and quantitative research methods like surveys of over 1,000 shoppers to evaluate awareness and perceptions of various CSR programs.
This document discusses trends in health engagement and the role of health information influencers. It finds that while most people are involved with health issues, a smaller group (about 1 in 5) are highly engaged, sharing health information frequently. This highly engaged group, called "Health Info-entials", is more influential and trusting of health organizations. The document advocates for building trust through authentic engagement focused on personal health concerns to increase engagement.
The document summarizes key findings from a 2009 market research report by Amárach Research on grocery shopping habits in Ireland. Some of the main findings include:
- Price continues to be the main reason for choosing a main grocery shop.
- Just over one-third of goods bought are own-brand goods, with men and higher-income groups more likely to buy regular brands.
- Over half of grocery shoppers have changed their shopping habits since the start of the year, mainly by cutting back on treats and buying cheaper products.
- Price is the strongest influencing factor in determining where to shop.
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
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The document discusses opportunities for IHOP to partner with AARP to reach the 50+ demographic through AARP's various media platforms and events. These include advertising in AARP publications and websites, sponsoring events, and launching members-only offers. Past partnerships between AARP and companies like Denny's and Chrysler that utilized members-only offers are cited as successful examples.
Easy Ways to Segment Your Customers and Create Actionsimagine.GO
Health care reform created millions of new health care shoppers. Many of whom visited your website for the first time. You've did the work to support the new health care consumer on your site, but did you converting visitors into shoppers, and shoppers into repeated customers? You can find the deck associated with this presentation here.
During this session we discussed:
1. How do you create and execute an effective segmentation strategy for health insurance shoppers?
2. Why Segment?
3. What Models?
4. What Methods?
5. What Results?
6. What Next?
Modeling in the Healthcare Industry: A Collaborative Approachodsc
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There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
This document discusses opportunities and challenges for companies in the health and wellness market. It summarizes the results of a consumer survey on health and wellness preferences. Key findings include: 1) Consumers are willing to pay higher premiums for certain attributes like organic and products with scientific/consumer claims. 2) Taste, freshness, and natural attributes are both important to consumers and command higher premiums. 3) Both millennials and baby boomers represent important demographic groups, with differing preferences, though baby boomers are willing to pay higher premiums overall.
This document provides a group project report for a marketing management course. It includes an analysis of the restaurant industry covering topics such as the economy, laws and regulations, costs, competition, and technology. It then presents the group's proposed restaurant concept called La' Giardino, including its mission statement, SWOT analysis, target market, marketing goals, and marketing mix strategies. The key details are that the group proposes an Italian garden-themed restaurant targeting upper and middle-income families in the Shahrai Faisal area of Karachi, Pakistan with competitive pricing and a focus on fresh, healthy foods.
Nielsen Global Corporate Social Responsibility Report - June 2014Lawrence Newman
1) Consumers say they care about corporate social responsibility, but do their actions follow? A global survey found that over half of respondents are willing to pay extra for sustainable products and services, and over half report having made a sustainable purchase in the past six months. Retail sales data shows higher growth rates for brands promoting sustainability versus those that do not.
2) Younger consumers, especially Millennials, express more willingness to support sustainable companies and purchases. Over half of respondents open to sustainability actions are Millennials. Their support is much higher than older generations like Baby Boomers. The gap is even larger in developing regions.
3) Companies are increasingly adopting sustainable practices not just for social good but
At Your Service: A Path to Brand Leadership and Good Business in Your CommunitytheGrapevine411
In this presentation at IHRSA 2015, we explored ways to position your business as a leader in the community and build your brand:
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3) Programs that reach deep into community
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Harley Davidson is launching a new media campaign to increase brand awareness and customer demand by 5% during the spring and summer months. With a $10 million budget, the campaign will use various media channels including radio, newspapers, internet, TV, magazines and cable from February through June. The target audience includes adults ages 25-54 who identify as "Experiencers" or "Achievers" based on a lifestyle survey. The media objectives are to reach 40% of U.S. households with a GRP of 1,500 while maintaining 70% reach throughout the campaign. The media plan allocates funds across different channels with a total spend of $9,047,004, leaving $952,996 remaining in the
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This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This document discusses ethics in advertising. It provides examples of how ethical issues can arise, such as misleading health claims made by Nestle in an advertisement for Maggie soup. Unethical practices in advertising include deception, exaggeration, false testimonials, misleading information, exploiting children, unhealthy comparisons between brands, and surrogate advertising for banned products. The document argues for stricter laws against unethical advertising and for advertisers and consumers to take responsibility to ensure ethical standards are followed.
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2. Who are AHLs and
what fuels them?
williams-helde
marketing
communications
P. 2 • 6/30/2011
3. ■ Activity levels decrease with age, while healthy eating habits
increase. AHLs peak around ages 45-54 where there is a balance
between the two behaviors.
Who are AHLs?
AHL, Activity, and Healthy Index by Age (Chart 1.1.1)
18-24
25-34
35-44
45-54
55-64
65+
Age
Index
AHL Active Healthy
85
80
75
90
95
100
105
110
115
AHL, Activity, and Health by Age
williams-helde
marketing
communications
P. 3 • 6/30/2011
4. Who are AHLs?
Activity vs Health Index by Age and Gender (Chart 1.1.2)
75
80
85
90
95
100
105
110
115
120
A
ge
18-24
A
ge
25-34
A
ge
35-44
A
ge
45-54
A
ge
55-64
A
ge
65+
Age
Index
Active Men Healthy Men Active Women Healthy Women
Activity vs Health Index by Age and gender
The first and
largest predictor
of both activity
level and healthy
eating is age
williams-helde
marketing
communications
P. 4 • 6/30/2011
5. Who are AHLs?
■ As people age, their motivations for active and healthy living
change from fitness and weight loss to health conditions. Women
are also more likely than men to be driven by weight loss goals,
where men seek fitness goals.
AHL women and men reasons for healthy diet
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Men Age 18-24
Men Age 25-34
Men Age 35-44
Men Age 45-54
Men Age 55-64
Men Age 65+
Women Age 18-24
Women Age 25-34
Women Age 35-44
Women Age 45-54
Women Age 55-64
Women Age 65+
Fitness
AHLs
Health Condition Weight Loss
Percent of AHLs
williams-helde
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communications
P. 5 • 6/30/2011
6. AHLs Raleigh
■ Men are 24% more likely to own a mountain bike than a road bike,
where women are 12% more likely to own a road bike.
■ Of those who bought bikes in the last 12 months, 15% more men
and 46% more women bought road bikes than mountain bikes.
A shifting trend?
bike ownership AHL men vs. women
williams-helde
marketing
communications
25.00
20.00
15.00
10.00
5.00
0.00
AHLs who own bikes – by gender
AHL Men AHL Women
1.80
1.60
1.40
1.20
1.00
0.80
0.60
0.40
0.20
0.00
AHLs who bought in last 12 months – by gender
AHL Men AHL Women
Mountain bike Road bike
Percent
Percent
P. 6 • 6/30/2011
7. Cost of bikes
■ With bikes under $100, men chose road bikes significantly more than
mountain bikes (43% more). At more expensive price ranges, the
purchase distribution flattens.
■ With bikes under $100, women choose bikes relatively equally. As bikes
get more expensive, women are significantly more likely to buy road
bikes over mountain bikes.
0.70
0.60
0.50
0.40
0.30
0.20
0.10
0.00
AHL Men
A
AHL Women
B C A B C
Percent
Mountain bike
Road bike
A = $100
B = $100 – $250
C = $250+
AHL Men vs. women Cost of bikes
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P. 7 • 6/30/2011
8. Bike ownership
of AHLs by age
■ As AHLs get older, their preference in bikes shifts from mountain bikes to
road bikes, switching between 45-54 years of age.
30.00
25.00
20.00
15.00
10.00
5.00
0.00
AHL age
18–24
AHL age
25-34
AHL age
35-44
AHL age
45-54
AHL age
55-64
AHL age
65+
Mountain bike
Road bikePercent
bike ownership AHLs by age
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P. 8 • 6/30/2011
9. AHLs Raleigh
■ AHLs with children are 27% more likely to own mountain bikes than
road bikes; however, as the age of the children increases, they
become increasing likely to own road bikes while mountain bike
ownership stays relatively flat.
25.00
20.00
15.00
10.00
5.00
0.00
AHL with
child age
12 months
AHL with
child age
12-23
months
AHL with
child age
2 yeas
AHL with
child age
6 years
AHL with
child age
2–5 years
AHL with
child age
6–11 years
AHL with
child age
12–17 years
Mountain bike
Road bike
Percent
bike ownership by age of children
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communications
P. 9 • 6/30/2011
10. AHLs across their lives
■ Being active and healthy are not just things that AHLs do, they’re
things that AHLs are. A deeper look into the activities of AHLs shows
that these behaviors transcend health and fitness and expand across
all areas of AHLs’ lives.
AHL vs Non-AHL Index for Social Event Participation (Chart 1.2.1)
Index
AHL 137 124 123 139 131 133 121 129 127 122 124 122 133 138 112 119 122
Non-AHL 43 63 64 40 52 49 67 55 59 67 64 67 49 42 82 71 67
Country
Music
Perform.
Rock
Music
Perform.
Classical
Music
Perform.
Other
Music
Perform.
Dance
Perform.
Bar/
Night Club
Beach Dancing
Dining
Out
Karaoke Live
Theater
Museum Movie Club/
Organization
Sporting
Event
Entertain
Friends or
Relatives
at Home
Art
Gallery
30
50
70
90
110
130
150
AHL vs NON-AHL INDEX FOR SOCIAL EVENT PARTICIPATION
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P. 10 • 6/30/2011
11. Buying styles
■ Brands marketing to AHLs should seek to provide them with
information that allows them to make their own informed decisions
about products. AHLs are willing to pay more to buy the best, but
they won’t take your word that your product is the best, they want
you to prove it.
AHL Buying Style Index (Chart 1.4.1)
80
90
100
110
120
130
Penny
Pinchers
Conscientious
Consum
ers
Buyers
of
the
Best
Habitualized
Havers
Sw
ayable
Shopaholics
Buying Style
Index
ahl buying style index
williams-helde
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communications
P. 11 • 6/30/2011
12. AHLs Raleigh
■ Aligned with the rest of their AHL peers, AHLs who recently purchased
bikes are primarily buyers of the best. They are less Conscious
Consumers than other AHLs and more Habitualized Havers.
Buying styles of AHLs Who bought a bike in the last 12 months
160
150
140
130
120
110
100
90
80
70
Penny Pinchers
Conscientious
Consumers
Buyers of the Best
Habitualized Havers
Swayable
Shopaholics
Index
williams-helde
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P. 12 • 6/30/2011
13. AHLs Raleigh
■ AHLs who recently bought bikes cite maintaining weight, physical
fitness, regularity, and weight loss as their primary reasons for dieting.
AHLs who bought bike in last 12 months reasons for dieting
225
205
185
165
145
125
105
85
65
45
25
Blood sugar
level
Cholesterol
level
Lactose
intolerance
Maintain
weight
Physical
fitness
Regularity
Salt
restriction
Weight loss Other
Index
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communications
P. 13 • 6/30/2011
15. Media consumption
■ AHLs index significantly higher for consuming
active media like the internet and magazines,
as well as outdoor, compared to non-AHLs that
index higher for passive media like TV.
ahls are 104%
more likely to be
heavy internet users
than non-ahls
AHL vs. Non-AHL Media Usage Index (Chart 2.1)
80
85
90
95
100
105
110
115
AHL Non-AHL
Index
Magazine
Newspaper
Radio
TV
Outdoor
Primetime TV
Internet
AHL vs NON-AHL media usage index
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P. 15 • 6/30/2011
16. AHLs Raleigh
■ When comparing the media consumption of AHLs with those AHLs who
recently purchased bikes, we see similar trends, with Internet, radio,
and magazines topping the list and TV at the bottom.
■ Only 35% of AHL bike owners are heavy TV watchers, 24% less than their
non-bike-owning AHL peers.
ALL who bought bike in last 12 months media consumption
140
130
120
110
100
90
80
70
60 AHLs who bought bikes in last 12 months All who bought bikes in last 12 months
Magazine
Newspaper
Radio
TV
Outdoor
Primetime TV
Internet
Index
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P. 16 • 6/30/2011
17. AHL attitudes towards
advertising brands
■ AHLs’ attitudes towards advertising and brands are consistent with the
notion that they like to do their own product research as opposed to
being influenced by third parties.
AHLs are looking
for information,
not for someone
to tell them
what to think.
AHL attitudes towards advertising
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AHL Attitudes Towards Advertising (Chart 2.3)
45.00
50.00
55.00
60.00
65.00
70.00
Completely
disagree
Completely
agree
Attitude
PercentofAHLs
Advertising helps keep me up-to-date about products and
services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
Much of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are better in quality
than brands that are not advertised
Advertising helps keep me up-to-date about products and
services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
Advertising helps keep me up-to-date about products and
services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
A lot of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are better
in quality than brands that are not advertised
P. 17 • 6/30/2011
19. Young Movers
■ Young Movers are highly active, but less healthy. Men are more active
than women and women are more healthy than men. They are tech
savvy and adopters of new media.
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Age Range 18–35
Income Low–Moderate
Marital Status Single, Engaged, or Recently Married
Children No
Key Activities Competitive Sports (football, basketball, soccer), Extreme Sports
(backpacking, rock climbing, snowboarding), Yoga
Activities
Overall Activity
Health Conscious Diet
Socially Active
Influence
Influenced by Advertising
Super Influencer
Media
Consumption
TV
Radio
Print
Online
Outdoor
BuyingStyles
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
P. 19 • 6/30/2011
20. Active Parents
■ Active Parents’ lives and activities are highly affected by their children.
With less leisure time, Active Parents physical activities become paired
with their social activities. Typically the primary caretaker of the
children, women’s activity levels tend to be more affected by the age
of their children than men’s.
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Age Range 25–55
Income Moderate
Marital Status Married or Divorced
Children Yes
Key Activities Social Recreational (basketball, soccer, softball,
bicycling, jogging)
Activities
Overall Activity
Health Conscious Diet
Socially Active
Influence
Influenced by Advertising
Super Influencer
Media
Consumption
TV
Radio
Print
Online
Outdoor
BuyingStyles
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
P. 20 • 6/30/2011
21. Booming Boomers
■ After many years with kids in the household, Booming Boomers finally
have some “me time.” They put some of their newfound leisure time
into their own well-being, focusing on aerobic and recreational physical
activities. Health becomes an increasing concern and motivation for
both exercise and healthy eating. They have a moderate to high level
of disposable income, yet are very conscientious shoppers.
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Age Range 45–65
Income Moderate–High
Marital Status Married or Divorced
Children Yes; Out of the home
Key Activities Aerobic Recreational (bicycling, basketball, canoeing, skiing,
golfing, hiking, target shooting)
Activities
Overall Activity
Health Conscious Diet
Socially Active
Influence
Influenced by Advertising
Super Influencer
Media
Consumption
TV
Radio
Print
Online
Outdoor
BuyingStyles
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
P. 21 • 6/30/2011
22. Senior Jocks
■ Senior Jocks have reached an age where health conditions play a
role in their everyday lives. Many of their activities and diet decisions
revolve around their healthy lifestyles.
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Age Range 65+
Income Moderate
Marital Status Married, Divorced, or Widowed
Children Yes; Out of the home; Grandchildren
Key Activities Leisure (walking, bicycling, golfing, cross-country skiing)
Activities
Overall Activity
Health Conscious Diet
Socially Active
Influence
Influenced by Advertising
Super Influencer
Media
Consumption
TV
Radio
Print
Online
Outdoor
BuyingStyles
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
P. 22 • 6/30/2011