advertising & media unit 3 – analyzing the customer
TRANSCRIPT
Advertising & Media Unit 3 – Analyzing the customer
Advertisers (and marketers in general) identify likely consumers for their products Create wants
Consumers can be grouped by Culture Social Class Community Family Gender
Differences in consumption between genders are not well defined
Positioning is the process of making an advertiser’s product different from other products in the consumer’s mind Figuring out how to convince a consumer
to choose one product over a similar product offered by a competitor
Providing consumers with reasons to purchase specific products
Substance: something must “back up” the strategy or claim in order for a positioning strategy to remain effective over time
Consistency: internally, across media and overtime
Simple, Distinctive Theme: Let the consumer understand what the product will do for them
Themes create a focus for the advertising campaign
Physical positioning strategies emphasize the objective physical characteristics of the product
Perceptual positioning strategies emphasize emotional or subjective opinions about the product
The following basic themes can use physical or perceptual strategies with these basic themes:
Benefit Positioning – focusing on a specific benefit derived from the choice of that product
User Positioning – focus on the consumer. How will the product fit into their lifestyle
Competitive Positioning – emphasizing the difference between your product and similar products
Starting over due to: Loss of effectiveness over time Change in the market
New entrant Change in technology
Change in consumer taste Unexpected events
Research is conducted in the planning, preparation and placement of advertisements
Can happen multiple time at different points in the process of creating an advertisement: Selecting the target market Understanding the target segment Evaluate an advertisement’s effectiveness Evaluate the advertisement’s remaining
effectiveness before it is withdrawn from the media
Help in creating the advertisement Idea Generation – talk directly to
consumers to find out why they might want to buy the product
Environmental Analysis – evaluate the potential influence of your environment (social & cultural trends, economics and politics) on purchasing decisions
Audience Definition – Get to know your target market
Audience Profiling – Lifestyle research, surveys, and in-depth interviews to get a more complete picture of the individual consumer
Provide Knowledge – recall and recognition tests will tell advertisers how much the audience remembers
Shape Attitude – does the advertisement change one’s opinion about one of the factors?
Attach Emotions – emotional impact can increase recall
Validate a Brand – does the advertisement resonate or feel true to the consumer
A focus group consists of groups of six to twelve consumers
Used to obtain in depth information Represents a small sample of the target
market Must be led by an experienced
moderator to: Remain on track Avoid being dominated by one member
Testing an advertisement before it is released to the media
Communication tests – test the message the audience receives against the message the advertiser wants to send
Magazine Dummies – a mock-up magazine with the advertisement is sent to test market at their home. Test subjects answer questions about the content and the ads to gauge recall and feelings about the ad
Theater Tests – Advertisements can be viewed in small theaters (usually near malls).
Thought Listings – After viewing an advertisement, small groups write down the thoughts they had during the advertisement
Releasing the advertisement to a small potion of the target segment before it is fully released