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This 4 page Class Notes was uploaded by Jordan Derby on Wednesday March 2, 2016. The Class Notes belongs to 10300 at Ithaca College taught by Howard K. Kalman in Spring 2016. Since its upload, it has received 18 views.
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Date Created: 03/02/16
Audience Driven By: Lisa Barnard STP: • Segmenting – process of breaking audience into subgroups • Targeting – selecting segment that will be the focus of strategic communications efforts • Positioning – communicating distinct messages in a way that will appeal specifically to the target group Why STP?: • Audiences respond to messages from within different contexts • You cannot reach everyone • Not everyone is going to be interested • Strategic communications ca n be EXPENSIVE o 30 second ad during Empire - $500,000 3 Major Types of Segmentation: • Demographic o Age o Gender o Martial Status o Geographic Location o Education Level o Income Level o Occupation o Ethnicity o Religion o Generation o Geographic Location (Segmentation) § Region – Continent, country, state, neighborhood § Population Density/Size of Metropolitan Area – Urban, suburban, rural § Climate – weather patterns • Psychographic o Personality o Activities o Attitudes o Values o Interests o Beliefs § The reasoning and emotion behind decision-making § “Inside meanings” § What motivates and persuades • Behavioral o Health Choices o Online Engagement o Media Consumption Psychographic – VALS: • VALS – Values and Lifestyles System • Based on resources ($) and personal motivations • Predicts how a person will express themselves and react to a message • Ideals: o “Principle orientation” o Thinkers/Fulfillers – highly practical people § Look for durability, functionality, value, comfort o Believers – strong principles § Prefer things that are similar/ est. § Favor American products § Highly Loyal • Achievement o Status o Achievers: § Career and image oriented • Favor prestige: like success and predictability § Strivers • Favor stylish products to emulate purchases of wealthy consumers • Impulse buyers • Self-Expression o “Action-oriented” o Want to impact the world o Experiencers § Impulsive, young, risk takers § Sociable o Makers § Action-oriented, self-sufficient • Innovators o All 3 motives § Abundant resources § Self-confidence • Survivors o Few resources o Focus on meeting needs rather than fulfilling desires o Not often a key target for mainstream, consumption -based campaigns Where to Start: • Start with goals and objectives • Use research to help define the audience and better understand them • Refine positioning Class Lectures: Purpose of Audience Analysis: • Target message to fits needs of audience • Increase likelihood of attention to message • Focus message design efforts • Avoid wasting time, effort, money “The starting point for all planning efforts” Audience Analysis: • General Description o Types of Audiences § Primary • Direct receivers of message • Key decision-makers § Secondary • Not direct recipients of the message • Affected by message in some way • Audience Characteristics o Demographics o Psychographics/Behavioral § Behavioral Segmentation • Based on actual customer behavior toward products • Variables: o Benefits sought o Usage rate o Brand loyalty o User status (potential, first -time, regular) o Occasions (holidays & events that stimulate purchases) o Personality o Cultural Artifacts § Characteristics of the Group § What norms do they share? • Shared values, attitudes, beliefs § What traditions, standards, and rules? Application of Psychographic Attributes: • Focus on benefits (not features) o Consider personal gain: what enhances sense of self-worth, accomplishment, achievement • Determines whether to use rational (logos) appeal or emotional (pathos) appeal • Provides insight concerning whether audience is neutral, positive/supportive, or hostile to message Learner Characteristics (for informing and educating): • Identification/Description of Primary Learners o Identification of secondary audiences • Prerequisites o Required knowledge, skill • Desired Preferences o Knowledge, skill • General demographic characteristics • Intellectual ability (IQ) • Existing knowledge and skills o What they already know • Previous experience • Maturity level • Motivation and attitude (readiness to learn) • Expectations & assumptions • Learning styles/preferences • Learning disabilities Who Am I to Them? • What is my relationship to the audience(s) o Authority factors o Power factors o Affinity group (loyalt y) o Is attention to message voluntary or mandated? Types of Marketing: • Mass Marketing o Audience is homogeneous o Allows for economy of scale o One size fits all not optimal • Target Marketing o Recognizes diversity o Doesn’t try to please everyone with same solution
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