Introduction to Advertising

Jan 10, 20101 like308 views

The document discusses consumer segmentation and market segmentation strategies. It explains that segmenting consumers allows companies to develop tailored products and messages for specific groups rather than using a one-size-fits-all approach. The document outlines enduring variables like demographics and psychographics that describe long-term consumer behaviors, as well as dynamic variables specific to relationships with products. It also discusses differentiated segmentation strategies ranging from undifferentiated to wholly differentiated based on the number of segments and customization of products, messages and media.

SITUATION ANALYSIS

•A research based analysis of all of
the internal and external factors
that affect the organization

CONSUMER
SEGMENTATION

Overall Purpose-
Achieve the greatest amount of
sales with the least amount of expense

REASONS FOR MARKET
SEGMENTATION

•Inefﬁcient to market to everyone
with the same product

REASONS FOR MARKET
SEGMENTATION

•Inefﬁcient to market to everyone
with the same product

•Can’t develop separate products
for each consumer

FACTORS
LEADING
• Introduction of the marketing
concept

FACTORS
LEADING
• Introduction of the marketing
concept

•Higher standard of living

FACTORS
LEADING
• Introduction of the marketing
concept

•Higher standard of living

•Increasing competition

ASPECTS OF
SEGMENTATIO
N

• Classifying consumers

ASPECTS OF
SEGMENTATIO
N

• Classifying consumers

• Developing strategies

ENDURING
VARIABLES

•Variables that stick with the
consumer at any point in time
regardless of the product being
purchased

ENDURING
VARIABLES
Describes purchase behavior for a variety of
product categories

ENDURING
VARIABLES
Describes purchase behavior for a variety of
product categories

•DEMOGRAPHICS

ENDURING
VARIABLES
Describes purchase behavior for a variety of
product categories

•DEMOGRAPHICS

•GEOGRAPHICS

ENDURING
VARIABLES
Describes purchase behavior for a variety of
product categories

•DEMOGRAPHICS

•GEOGRAPHICS

•PSYCHOGRAPHICS

DYNAMIC VARIABLES

•Speciﬁc to an individual’s
relationship with a product

DYNAMIC VARIABLES

• Useful for developing message
and positioning strategies

DYNAMIC VARIABLES

• Useful for developing message
and positioning strategies
• Heavy -vs- Light Users

DYNAMIC VARIABLES

• Useful for developing message
and positioning strategies
• Heavy -vs- Light Users
• Early -vs- Late Adopters

DYNAMIC VARIABLES

• Useful for developing message
and positioning strategies
• Heavy -vs- Light Users
• Early -vs- Late Adopters
• End Use

MESSAGE VS.
MEDIUM
• Message=
The idea to be
communicated

MESSAGE VS.
MEDIUM
• Message=
The idea to be
communicated

• Medium= The delivery
system for the message

UNDIFFERENTIATE
D

• One product / all consumers

UNDIFFERENTIATE
D

• One product / all consumers

• Broad media plan

PARTIALLY
DIFFERENTIATED

• Several products / several
distinct market segments

PARTIALLY
DIFFERENTIATED

• Several products / several
distinct market segments

• Speciﬁc media and message
strategy

WHOLLY
DIFFERENTIATED

• Entire user population

WHOLLY
DIFFERENTIATED

• Entire user population
• Variety of product and
message strategies

WHOLLY
DIFFERENTIATED

• Entire user population
• Variety of product and
message strategies
• Speciﬁc media and
message strategies

CONCENTRATE
D

• One product / one segment

CONCENTRATE
D

• One product / one segment
• Speciﬁc media and message
strategy

SPECIFIC
STRATEGIES
• Riﬂe Message
– speciﬁc
statements

SPECIFIC
STRATEGIES
• Riﬂe Message
– speciﬁc
statements

• Riﬂe Media

SPECIFIC
STRATEGIES
• Riﬂe Message
– speciﬁc
statements

• Riﬂe Media
– cable TV

SPECIFIC
STRATEGIES
• Riﬂe Message
– speciﬁc
statements

• Riﬂe Media
– cable TV
– direct mail

SPECIFIC
STRATEGIES
• Riﬂe Message
– speciﬁc
statements

• Riﬂe Media
– cable TV
– direct mail
– special interest
magazines

BROAD
STRATEGIES
• Shotgun Message
– broad, general
statements

BROAD
STRATEGIES
• Shotgun Message
– broad, general
statements

• Shotgun Media

BROAD
STRATEGIES
• Shotgun Message
– broad, general
statements

• Shotgun Media
– TV

BROAD
STRATEGIES
• Shotgun Message
– broad, general
statements

• Shotgun Media
– TV
– general interest
magazines

BROAD
STRATEGIES
• Shotgun Message
– broad, general
statements

• Shotgun Media
– TV
– general interest
magazines
– outdoor

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Introduction to Advertising

1. CONSUMER SEGMENTATIO

2. CONSUMER SEGMENTATIO N

3. SITUATION ANALYSIS

4. SITUATION ANALYSIS •A research based analysis of all of the internal and external factors that affect the organization

5. CONSUMER SEGMENTATION

6. CONSUMER SEGMENTATION Overall Purpose- Achieve the greatest amount of sales with the least amount of expense

7. REASONS FOR MARKET SEGMENTATION

8. REASONS FOR MARKET SEGMENTATION •Inefﬁcient to market to everyone with the same product

10. REASONS FOR MARKET SEGMENTATION

11. REASONS FOR MARKET SEGMENTATION •Inefﬁcient to market to everyone with the same product

12. REASONS FOR MARKET SEGMENTATION •Inefﬁcient to market to everyone with the same product •Can’t develop separate products for each consumer

13. FACTORS LEADING

14. FACTORS LEADING • Introduction of the marketing concept

15. FACTORS LEADING • Introduction of the marketing concept •Higher standard of living

16. FACTORS LEADING • Introduction of the marketing concept •Higher standard of living •Increasing competition

19. ASPECTS OF SEGMENTATIO N

20. ASPECTS OF SEGMENTATIO N • Classifying consumers

21. ASPECTS OF SEGMENTATIO N • Classifying consumers • Developing strategies

22. ENDURING VARIABLES

23. ENDURING VARIABLES •Variables that stick with the consumer at any point in time regardless of the product being purchased

24. ENDURING VARIABLES

25. ENDURING VARIABLES Describes purchase behavior for a variety of product categories

26. ENDURING VARIABLES Describes purchase behavior for a variety of product categories •DEMOGRAPHICS

27. ENDURING VARIABLES Describes purchase behavior for a variety of product categories •DEMOGRAPHICS •GEOGRAPHICS

28. ENDURING VARIABLES Describes purchase behavior for a variety of product categories •DEMOGRAPHICS •GEOGRAPHICS •PSYCHOGRAPHICS

29. DYNAMIC VARIABLES

30. DYNAMIC VARIABLES •Speciﬁc to an individual’s relationship with a product

31. DYNAMIC VARIABLES

32. DYNAMIC VARIABLES • Useful for developing message and positioning strategies

33. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users

35. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users

36. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users • Early -vs- Late Adopters

37. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users • Early -vs- Late Adopters • End Use

38. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users • Early -vs- Late Adopters • End Use • Brand Loyal -vs- Brand Switchers

39. DYNAMIC VARIABLES • Useful for developing message and positioning strategies • Heavy -vs- Light Users • Early -vs- Late Adopters • End Use • Brand Loyal -vs- Brand Switchers • Beneﬁt Segmentation

40. MESSAGE VS. MEDIUM

41. MESSAGE VS. MEDIUM • Message= The idea to be communicated

42. MESSAGE VS. MEDIUM • Message= The idea to be communicated • Medium= The delivery system for the message

43. UNDIFFERENTIATE D

44. UNDIFFERENTIATE D • One product / all consumers

45. UNDIFFERENTIATE D • One product / all consumers • Broad media plan

47. PARTIALLY DIFFERENTIATED

48. PARTIALLY DIFFERENTIATED • Several products / several distinct market segments

49. PARTIALLY DIFFERENTIATED • Several products / several distinct market segments • Speciﬁc media and message strategy

51. WHOLLY DIFFERENTIATED

52. WHOLLY DIFFERENTIATED • Entire user population

53. WHOLLY DIFFERENTIATED • Entire user population • Variety of product and message strategies

54. WHOLLY DIFFERENTIATED • Entire user population • Variety of product and message strategies • Speciﬁc media and message strategies

56. CONCENTRATE D

57. CONCENTRATE D • One product / one segment

58. CONCENTRATE D • One product / one segment • Speciﬁc media and message strategy

60. SPECIFIC STRATEGIES

61. SPECIFIC STRATEGIES • Riﬂe Message

62. SPECIFIC STRATEGIES • Riﬂe Message – speciﬁc statements

63. SPECIFIC STRATEGIES • Rifle Message – specific statements • Rifle Media

64. SPECIFIC STRATEGIES • Rifle Message – specific statements • Rifle Media – cable TV

65. SPECIFIC STRATEGIES • Rifle Message – specific statements • Rifle Media – cable TV – direct mail

66. SPECIFIC STRATEGIES • Rifle Message – specific statements • Rifle Media – cable TV – direct mail – special interest magazines

68. BROAD STRATEGIES

69. BROAD STRATEGIES • Shotgun Message

70. BROAD STRATEGIES • Shotgun Message – broad, general statements

71. BROAD STRATEGIES • Shotgun Message – broad, general statements • Shotgun Media

72. BROAD STRATEGIES • Shotgun Message – broad, general statements • Shotgun Media – TV

73. BROAD STRATEGIES • Shotgun Message – broad, general statements • Shotgun Media – TV – general interest magazines

74. BROAD STRATEGIES • Shotgun Message – broad, general statements • Shotgun Media – TV – general interest magazines – outdoor

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Introduction to Advertising

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