AMS Lecture 3
•Download as PPTX, PDF•
0 likes•536 views
1) Target audiences must be carefully defined and segmented based on demographic, geographic, psychographic, and behavioral factors to ensure advertising is reaching the intended consumers. 2) Developing a target audience profile involves understanding objective customer characteristics as well as subjective attributes like attitudes, values, and personality. 3) Selecting the right target audience is essential for developing effective advertising strategies aligned with customer decision-making processes and maximizing campaign outcomes.
More Related Content
What's hot
What's hot (20)
Similar to AMS Lecture 3
Similar to AMS Lecture 3 (20)
More from Neil Kelley
More from Neil Kelley (20)
Recently uploaded
Recently uploaded (20)
AMS Lecture 3
- 1. Advertising Strategy and Media Planning Target Audience Decision Making… …and Selection 3
- 2. Advertising is always to someone… The brand and its target market are inextricably entwined Even the largest, most popular brands are only used by a minority of the population Media audiences are segmented - need to match advertising target audience with media audience Products and services – including media – always designed for clearly defined population sectors. Market research allows advertisers to know who these consumers are Fletcher (2010 pp 6 – 7)
- 3. Percy and Elliott’s Five Steps… Select the target audience Understand target audience decision making Determine the best positioning Develop a communications strategy Setting a media strategy Percy and Elliott, 2017
- 4. Profiling the target audience Offers a much more detailed understanding… demographic, geographic and geo-demographic Objective Characteristics… Subjective Characteristics… Psychographics – lifestyle, values, personality
- 5. Locations… region, country, continent, Objective and easy to measure, but… …doesn’t consider variables like loyalty so useful for a market but not necessarily an audience Geographic and Demographic Age, income, education, religion, family, job Attitudes and behaviours can span different demographics and locatio
- 6. We can combine the too… and often do Geo-Demographics MOSAIC, ACORN and CAMEO for example A number of databases exist… Useful for targeting audiences in specific locations
- 7. MOSAIC
- 8. ACORN
- 9. CAMEO
- 11. …where do we socialise? Harris Interactive, 2017 Market share held by the leading social networks in the United Kingdom (UK) as of July 2018 Social networks ranked by market share in the United Kingdom (UK) as of July 2018 Note: United Kingdom; July 2018; includes desktop, mobile, tablet and console use. Further information regarding this statistic can be found on page 8. Source(s): StatCounter; ID 280295 63.76% 14.89% 10.38% 1.81% 0.69% 3.23% 0.29% 3.96% 0.67% 0.1% 0.15% 0.04% 0.02% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Facebook Twitter Pinterest Tumblr reddit Instagram StumbleUpon YouTube LinkedIn VKontakte Google+ news.ycombinator.com Other Market share
- 12. …growth in key technology platform usage… Ofcom, 2018
- 14. Subjective Characteristics – Psychographics… Lifestyle variables Non-product related characteristics that can influence buyer behaviour Useful for helping to guide creative development Attitudes, interests and opinions
- 15. Personality… Can effect how advertising is processed and interpreted Personality states… more temporary e.g. anxiety, worry, happiness, friendliness, professionalism Personality traits… more or less permanent e.g. level of self-esteem, introversion/extraversion, etc.
- 16. VALs… Considers resources and motivation… So motivated by ideals and having a lot of resources (income, education and similar) makes us ‘thinkers’
- 17. Values Attitudes Lifestyles… People buy and seek experiences inline with their characteristic preferences
- 18. culture…
- 19. Segmentation… About defining a target market, and then defining a target audience… Target market segmentation part of marketing strategy Target market for the brand often wider than the target audience for a particular campaign Target audience selection part of advertising strategy
- 20. How does the target audience make buying decisions? Low involvement/high involvement (high risk/low risk) Decision-making… Need to know the where, how and who of decision making Percy and Elliott (2017) what is their role, who influences them, trade influence? why are they the target audience? Roles… Initiator, influencer, decider, purchaser, user… Can link target marketing to target audience
- 21. Generic Consumer Decision-Making Model… Need arousal Usage Brand consideration 4 stages in the decision-making… Purchase Percy and Elliott (2017)
- 22. At each decision stage we need to consider… Who is involved – as ‘individuals’ and their role The timing of the stage How the stage is likely to occur Where the stage is likely to occur Percy and Elliott (2017)
- 23. Decision Stage… linked to advertising Need Arousal Brand Consideration Purchase Usage WHO - Individuals involved and their decision roles WHERE -the stage is likely to occur WHEN -Timing of the stage HOW - the stage is likely to occur Generic Consumer Decision-Making Model… Percy and Elliott (2017)
- 24. We can keep it really simple What is the target audience action objective? Trial Purchase – Non-users Repeat purchase - Users
- 25. General level - descriptive characteristics… Psychographics (attitudes, personality, values…) Target market groups Demographics (age, gender, income, education, employment, socio-economic status, family stage…) (Antonides and van Raaij cited in Percy and Elliott, 2017) Geographic (location)
- 26. Domain level- associated with product category… decision-making process Target market groups category usage behaviour (Antonides and van Raaij cited in Percy and Elliott, 2017) attitudes towards category
- 27. Brand specific level - associated with a particular brand… brand buying intentions Target market groups brand loyalty (Antonides and van Raaij cited in Percy and Elliott, 2017) beliefs about the brand
- 28. Percy and Elliott loyalty model Satisfaction Low High PerceivedRiskinSwitching HighLow Loyalty Model Groupings, Percy and Elliott, 2017 Loyal Vulnerable Frustrated Switchable
- 29. Cost implications… Loyal if to your brand, relatively inexpensive to maintain if not using your brand then more expensive Frustrated if with your brand, building more positive attitude rather expensive if with other brand, some risk in switching so more expensive If to a different brand, very expensive or even beyond reach Vulnerable From your brand, expensive, as receptive to competitors if sometimes use your brand, relatively inexpensive from other brands, similar as receptive to competitors Percy and Elliott, 2017 Switchable
- 30. Buyer Group Awareness and Attitude Considerations Users Brand Loyals Highest awareness Most positive brand attitude, likely to filter competitive messages Favourable Brand Switchers Awareness should be high Positive attitude but moderate preference Non-users Other Brand-Switchers May or may not be aware Attitude likely to be neutral or positive Other-Brand Loyals May or may not be aware Positivity towards competitive brand New Category User Both brand awareness and attitude less important here than category awareness and attitude Awareness and Attitude Considerations for Potential Audience Buyer Groups, Percy and Elliott, 2017
- 31. Who does all of this… Marketing Manager/Brand Manager (advertiser) Market Researcher (market research company) Usually working in close conjunction with… Account Planner and Account Manager/Director (advertising agency) Account planners work closely with and always represent the opinions and wishes of consumers, of the target market Fletcher, 2010, p78
- 32. References and reading Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press. Percy, L. and Elliott, R. (2017) Strategic Advertising Management. Oxford, Oxford University Press. Yeshin, T. (2006). Advertising. London: Thomson Go to Library Online and look for recent articles in academic journals (via EBSCO and Emerald) and on WARC using “advertising strategy” as your search words.