The document discusses target markets and research available for identifying and profiling target markets. It defines a target market as a specific segment of the public that a message is aimed at. Both quantitative demographic data and qualitative psychographic insights can help precisely target campaigns. The document lists common sources of market research data like Arbitron, Nielsen, MRI, and Claritas/Prizm for segmentation. It provides examples of target market profiles like "A Day in the Life" narratives that describe a potential customer's daily routine to help determine strategies.

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. 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. Week 3, Day 1
Phase 1, Step 3
Phase 1, Step 3
Target Markets
Research Available:
•Quantitative:
•Arbitron
•radio
•Nielsen (Media Measurement)
•TV

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. Week 3, Day 1
Target Markets

6. Week 3, Day 1
Target Markets

7. Week 3, Day 1

8. Week 3, Day 1

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. 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. 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. Week 3, Day 1

13. Week 3, Day 1

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. 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