advertising strategy lecture 6
DESCRIPTION
Considering the audience...TRANSCRIPT
6
Even the largest, most popular brands are only used by a minority of the population
Products and services – including media – always designed for clearly defined population sectors.
Percy and Elliott, 2009
Can link target marketing to target audience
Brand consideration
Where the stage is likely to occur
Decision Stage
Need Arousal Brand Consideration
Purchase Usage
Individuals involved and their decision roles
Where the stage is likely to occur
Timing of the stage - when
How the stage is likely to occur
Percy and Elliott, 2009
What is the target audience action objective?
General level - descriptive characteristics…
(Antonides and van Raaij cited in Percy and Elliott, 2009)
Geographic (location)
Domain level- associated with product category…
(Antonides and van Raaij cited in Percy and Elliott, 2009)
Brand specific level - associated with a particular brand…
(Antonides and van Raaij cited in Percy and Elliott, 2009)
Satisfaction
Low High
P
erce
ived
Ris
k in
Sw
itch
ing
Hig
h
Lo
w
Loyal
Vulnerable
Frustrated
Switchable
if with other brand, some risk in switching so more expensive
If to a different brand, very expensive or even beyond reach
Buyer Group Awareness and Attitude Considerations
Users Brand Loyals Highest awareness
Most positive brand attitude, likely to filter competitive messages
Favourable Brand Switchers
Awareness should be high Positive attitude but moderate preference
Non-users Other Brand-Switchers May or may not be aware
Attitude likely to be neutral or positive
Other-Brand Loyals May or may not be aware Positivity towards competitive brand
New Category User Both brand awareness and attitude less important here than category awareness and attitude
Locations… region, country, continent,
Personality traits… more or less permanent e.g. level of self-esteem, introversion/extraversion, etc.
Account Planner and Account Manager/Director (advertising agency)
Account planners work closely with and always represent the opinions and wishes of consumers, of the target market
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your
search words.