Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
6.4 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to understand the concept of market segmentation and what you need to do to create a market segmentation plan: You can understand the STP (segmenting, targeting, and positioning) process that gives you a framework for understanding information about customers (e.g., who customers are, where they live, what they want). You can determine characteristics of market segments based on demographic, geographic, psychological/lifestyle characteristics (psychographics), or behavior (e.g., heavy users versus light users of the brand). You can identify the properties of a good market target (e.g., measurable, accessible, profitable, and distinguishable). You realize that behavioral targeting can be used to put ads in front of people customized to their Internet use. You can explain the necessity for having positioning become part of advertising strategy. Saylor URL: http://www.saylor.org/books Saylor.org 197
You are able to decide how to position a product or service so that it is differentiated from products or services of competitors. USE WHAT YOU’VE LEARNED 1. What is one of the most potent political forces that any political candidate for national office must impress and deal with? If you said AARP, you are correct. If, as an advertiser, you don’t know what AARP is, you will be missing the network organization used by millions of seniors in the United States. (See http://www.aarp.org for more information.) AARP is not just for retired persons anymore. The organization accepts members and offers benefits beginning at age fifty. Given the number of Baby Boomers at this age and beyond, AARP will have a growing market base for a number of years. Seniors in the United States have become an important market target for many product and service producers. Advertisers are learning new ways to reach and communicate with this market. Seniors today don’t see themselves as old. Baby Boomer seniors see themselves as active, fashion conscious, energetic, adventurous, and knowledgeable about products and services directed toward their market segment. Seniors ride motorcycles, go skydiving, enjoy cruises, listen to concerts from bands popular when they were in their twenties, enjoy entertaining, and like to dress well. Sounds like a great opportunity for the enterprising marketer—right? Investigate the senior market, Baby Boomers, and the AARP for more information. Once you have completed this task, list the segmentation variables (beyond the age segmentation variable) that advertisers should use to more narrowly focus marketing and advertising efforts toward this market segment. Pick a product or service and demonstrate how your selection of segmentation variables could be used in constructing an ad for this target group. Be creative in your choice of product or service and how you will advertise to the seniors segment. 2. Have you had Vitamin Water today? If you have, you’re part of an increasing number of people that have tried Glacéau’s unique “hydration” product. Vitamin Water (along with other Glacéau products such as Smart Water, Vitamin Energy, and Fruit Water) appears in an increasing number of outlets. Part of the reason for increased attention around Glacéau products is that they were purchased by the Coca-Cola Company in 2007. Coke’s marketing, advertising, and distribution Saylor URL: http://www.saylor.org/books Saylor.org 198
- Page 148 and 149: One really encouraging finding from
- Page 150 and 151: Figure 5.4 Brand Tags Dig Deeper Th
- Page 152 and 153: irreverent British tastes. “In th
- Page 154 and 155: KEY TAKEAWAY Primary data refers to
- Page 156 and 157: magazines they prefer, an agency co
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- Page 160 and 161: more natural and objective than int
- Page 162 and 163: Results showed that sportier models
- Page 164 and 165: 5.5 Using Research to Guide a Succe
- Page 166 and 167: they wanted to see recipes for ligh
- Page 168 and 169: [1] Quoted in Lisa McTigue Pierce,
- Page 170 and 171: a U.S. Army ad, see yourself walkin
- Page 172 and 173: audience profiling to become more t
- Page 174 and 175: “The key turning point of this wh
- Page 176 and 177: Life stage (e.g., empty-nest parent
- Page 178 and 179: feather flock together”). PRIZM (
- Page 180 and 181: fashionable. Bloomie’s research d
- Page 182 and 183: Actualizers, the top VALS2 group, a
- Page 184 and 185: Surveys of consumer behavior (for e
- Page 186 and 187: generic attribute and not a point o
- Page 188 and 189: 2. Demographics are measurable aspe
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- Page 194 and 195: 6.3 Position Your Brand: Why Will T
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- Page 202 and 203: check any information on ethics pro
- Page 204 and 205: times like now. We see this situati
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- Page 208 and 209: SS+K Spotlight Since msnbc.com’s
- Page 210 and 211: Clients use a variety of methods to
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- Page 216 and 217: 3. List and discuss the keys to usi
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- Page 220 and 221: are positive or negative and whethe
- Page 222 and 223: the company spent on TV advertising
- Page 224 and 225: y category (agency fee, production,
- Page 226 and 227: You can list the pros and cons of t
- Page 228 and 229: AD-VICE 1. A company is trying to d
- Page 230 and 231: We are now eight months prior to th
- Page 232 and 233: After studying this section, studen
- Page 234 and 235: Just as people have personalities,
- Page 236 and 237: KEY TAKEAWAY The power of branding
- Page 238 and 239: well. It may also reveal indirect c
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- Page 244 and 245: 8.3 Define Where You Want to Go: Se
- Page 246 and 247: You’ll learn more about how these
6.4 Exercises<br />
TIE IT ALL TOGETHER<br />
Now that you have read this chapter, you should be able to underst<strong>and</strong> the concept of market<br />
segmentation <strong>and</strong> what you need to do to create a market segmentation plan:<br />
<br />
You can underst<strong>and</strong> the STP (segment<strong>in</strong>g, target<strong>in</strong>g, <strong>and</strong> position<strong>in</strong>g) process that gives you a framework<br />
for underst<strong>and</strong><strong>in</strong>g <strong>in</strong>formation about customers (e.g., who customers are, where they live, what they<br />
want).<br />
<br />
You can determ<strong>in</strong>e characteristics of market segments based on demographic, geographic,<br />
psychological/lifestyle characteristics (psychographics), or behavior (e.g., heavy users versus light users of<br />
the br<strong>and</strong>).<br />
<br />
You can identify the properties of a good market target (e.g., measurable, accessible, profitable, <strong>and</strong><br />
dist<strong>in</strong>guishable).<br />
<br />
You realize that behavioral target<strong>in</strong>g can be used to put ads <strong>in</strong> front of people customized to their<br />
Internet use.<br />
<br />
You can expla<strong>in</strong> the necessity for hav<strong>in</strong>g position<strong>in</strong>g become part of advertis<strong>in</strong>g strategy.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
197
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