Marketing Communication

> Planning the ad

campaign

How?

•Audience / target•Objectives•Tone / style•Vehicle / media

2143

SegmentationDemographic• sex• age• ethnicity• education• occupation• income

bracket

Geographic• home• Nielsen

Area

Psychographic• lifestyle• values• personality• feelings• attitudes

Behaviouristic• purchasing

behaviour• loyalty• ownership• repeat

purchases

ethnicity

values

ownership

repeat purchases

education

occupationincome bracket

personality

feelingsattitudes

loyalty

Nielsen Area

2. AC Nielsen Areas

Area 1 = Oost- en West-VlaanderenArea 1 = Oost- en West-Vlaanderen

Area 2 = Limburg, Antwerpen en Vl. BrabantArea 2 = Limburg, Antwerpen en Vl. Brabant

Area 3 = 30 gemeenten rond BrusselArea 3 = 30 gemeenten rond Brussel

Area 4 = Henegouwen en Waals BrabantArea 4 = Henegouwen en Waals Brabant

Area 5 = Luik, Namen en LuxemburgArea 5 = Luik, Namen en Luxemburg

MARKET

1. ACNielsen shoptypesF1F2NIF2IF3

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