advertising chapter 6

Rule of thumb for usage

20% of all users consume 80% of the product. Marketers want to find that 20% and aim their advertising towards them

Demographics

age, sex, family size, family life cycle, income, occupation, education, religion, race, nationality

Mavens

are people who spend the time and energy accumulating knowledge that most people can't be bothered to find out for themselves. A maven will know where to find the best steak in town or the best tv show

Marketers group these shared characteristics into categories (________________________) to identify and segment consumer markets

behavioristic, geographic, demographic, and psychographic

Pyschographics

group people by their values, attitudes, personality, and lifestyle.

Benefit segmentation

the prime objective of many consumer attitude studies and the basis for many successful ad campaigns

worlds top 10 values shared by people around the world

(smallest) learning, knowledge, friendship, freedom, justice, self-reliance, health and fitness, honesty, protecting the family (largest)

Purchase occasion variable

Air travelers may travel for business or vacation, so one airline might promote business travel while the other promotes tourism. Purchase occasion might be effected by frequency of need (regular or occasional), a fad, or seasons

When demographics are combined with geographic segmentation to select target markets for advertising

Geodemographic segmentation

Methods for segmenting consumer markets

Geographic, behavioristic, psychographic, demographic

Brand Switching

Marketers believe people switch in response to "need states" that consumers may experience from one occasion to another. Soft drink company competes not just for drinkers (users) but for drinks (occasions) based on the benefits the consumer is seeking at that moment. Buying ginger ale in the holidays for a party

Repertoire users

SHOULD BE THE PRIMARY TARGET FOR BRAND MESSAGES

Best know psychographics classification system is

VALS, assigns consumers to one of 8 groups based between 2 dimensions: primary motivation and resources.

Behavioristic segmentation

a straightforward way to segment markets is to group consumers by buying behavior. Behavioristic are determined by many variables such as user status, usage rate, purchase occasion, and benefits sought.

Those with the fewest resources are placed near the _______ of the VALS framework

bottom

Gladwell proposes that social epidemics are traceable to the actions of 3 types of people,

connectors, mavens, and salesman

Benefits sought variables

consumers seek benefits in the products they buy - high quality, low price, status, sex appeal, good taste, health consciousness.

Most marketers have 2 goals

identify people who are likely to be interested in a brands benefits, and to develop a mix of effective messages that can help the consumers understand the benefits

Usage rate variables

in volume segmentations, marketers measure peoples usage rates to define consumers as light, medium, dark, or heavy users of products

Market Segmentation

involves two steps: identifying groups of people (or organizations) with certain shared needs and aggregating (combining) these groups into larger market segments according to their interest in the products utility

Connectors

people with very wide social circles, has the ability to bridge other social groups that normally wouldn't interact with each other

Salesman

persuade people, people find them trustworthy, credible, and authoritative.

VALS Framework

places consumers with abundant resources - psychological, physical, an material means and capacities. Near the top of the chart and those with minimal resources near the bottom. The chart segments consumers by their basis for decision making: ideals, achievement, or self expression.

Geographic and Demographic data can provide information about markets but title about the ______________ of an individual

psychology

Behavioristic

purchase occasion, benefits sought, user status, usage rate, loyalty status, readiness stage, marketing factor sensitivity (quality, price, service, advertising, sales, promotion)

Geographic

region, county size(A, B, C, D), climate, city size, density (urban, rural, suburban)

Psychographic

societal divisions, lifestyles, personality

User-Status variables

sole users (chose one brand), semi-sole users (have an alternative if brand A isn't available), discount users (don't buy brand A unless at a discount), Aware nontriers (use competitive products but haven taken a liking to brand A), Trail/Rejectors (responded to brand A's IMC message but didn't like the product. Repertoire users (perceive two or more brands to have superior attributes and will buy at full price)

"foot prints in the sand"

the telltale signs of where they live and work, what they buy, and how they spend their leisure time

purpose of VALS

to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves like they do

symbolism

what brand names mean to them, to associates, or to some social reference group

shared characteristics

with foot prints marketers can locate and find consumers with similar wants and needs, the goal is to find that particular niche where the marketers product or service will fit