ADPR 3120: Week Three + Four
ADPR 3120: Week Three + Four ADPR 3120
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This 4 page Class Notes was uploaded by Ariana Cammllarie on Monday February 15, 2016. The Class Notes belongs to ADPR 3120 at University of Georgia taught by Peggy Kreshel in Summer 2015. Since its upload, it has received 20 views. For similar materials see Media Planning in Advertising at University of Georgia.
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Date Created: 02/15/16
Media Planning ADPR 3120 Feb 2– Index Numbers + Geographic Information Index numbers: numbers calculated by comparing a number to a base number - Anything can be indexed - Used to examine changes overtime and to see how far above or below the benchmark you are - Written as a percentage without a percentage sign - Current value / Base value X 100 BDI + CDI measure market performance and market potential • High CDI, Low BDI à High Market Potential; brand development is low • High CDI and BDI à Good Sales potential for both category and brand • Low CDI, High BDI à Category isn’t selling well, but the brand is • Low CDI and BDI à Limited Opportunity, rethink this sector Competitive Advertising Expenditure Analysis: - We do this to be aware of and to assess situations - Descriptive NOT strategic - Partial picture of what is going on - Only looking at paid media Feb 9 - Defining Target Markets Target market: segment your firm is wanting to sell to à marketing à buyers + sellers Target audience: segment your firm is wanting to gain attention from à media à media users Defining TM helps us to generalize about groups of people and analyze the advantages and disadvantages to marketing to these groups - Be aware of trends in these groups - Remember that a TM is a group of people, not things o “we market to consumers, we listen to people; we create benefits for consumers, we talk to people” - Generational Cohorts: a group of people of the same generation that generally share experiences + purchase behaviors - There are four generational cohorts: o Generation Z: (2001-201X) § Digital natives; access information easily; cynical view towards ads; socially connected o Generation Y + Millennials: (2000-1977) § Largest cohort; children of the “Baby Boomers;” emphasis on balancing work + play; multitaskers + good time managers; identify with ads o Generation X: (1976-1965) § Value time and education; focus on bettering their own children since most of their parents divorced; biggest spenders at mass merchandisers; finicky buyers o Baby Boomers (1964-1946) § Largest 50+ older consumer pool; individualistic + independent; enjoys time with family; control 80% of personal wealth What are we looking for in a TM? 1. Homogeneous (they are alike in some way) 2. Have resources (time, money, effort) 3. Willing to spend their resources (interest) 4. Reachable (able to talk or relate to them) 5. Effective (substantial size; big enough to pursue) 6. Efficient (narrow; small enough to be a successful pursuit) From a conceptual standpoint, TM are - social constructions (advertisers pull together groups of people to market to them) o EX: How do we market to the Hispanic population when there is many different kinds of Hispanic (Latin, Mexican, etc)? Advertisers group them together based on language in order to market to them effectively and efficiently. o EX: Metrosexuals à market to these fashionable men by reiterating that they are not gay, just stylish based on their material likes and dislikes - Certain categories are chosen over others (remember that these categories are humans) - We categorize people as a part of our industry Segmentation General: • Geographic: grouped based on where they live o Zipcodes, cities, regions, nations • Demographic: grouped by characteristics (most common strategy) o Age, gender, income, education • Psychographic: grouped based on self concept, self value and lifestyle o Self concept: image of yourself o Self value: goals for life o Lifestyle: way we live (VALS survey) User Related: • Product Category: what are they buying? • Brand: what brands do they use? • Benefit: does this brand have a competitive advantage? o grouped based on the benefits people derive from products • Behavioral / Brand Related Attitudes: do they like the brand? o grouped based on… § Occasion: when product is purchased § Loyalty: investing in current customer base A combination of segmentation help narrow groups down to a reasonable target market • Geodemographic: geographic, demographic and lifestyle segmentation combine o Use PRIZM (Potential Rating Index by Zip Markets) or ESRI Tapestry to find these segments Feb 11 – Consumer Behavior - How consumers make a decision in the product category o High involvement (lots of research, carefully and rationally choose) o Low involvement (little research, habitual or impulse buying) o Where do our consumers work? Shop? Relax? Talk to? Watch? Interact with media? o How can the product fit into their life? Apertures: when, where, and under what circumstances will the TM be the most receptive to our message? Discovering apertures… - When/where do folks in target think about purchase? - How do they choose? When do needs arise? - What kinds of media are available or nearby at crucial times? - What is the target’s opinion of the brand? - Which media tap/reflect brand personality? - What is desired outcome? - adding a relationship between media and target definition in the contemporary chaos by… o spend considerable time with media o exercise control over media exposure o frequently multi-tasking o consumers can see, shape, share or reject content o interact with media content o audiences become a potent media channel § not merely recipients, but accelerants § size of personal networks § speed of connections
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