2. Target Audience Selection

Question 1

different buyer groups

Answer 1

new category users (NCU)
brand loyals (BL)
favorable brand switchers (FBS)
other brand switchers (OBS)
other brand loyals (OBL)

Question 2

brand loyals

Answer 2

• high awareness
• positive attitude immunization against competitors

Question 3

favorable brand switchers

Answer 3

• awareness should be high (must be measured)
• positive attitude, moderate preference

Question 4

other brand switchers

Answer 4

• may or may not be aware
• attitude can be neutral or positive

Question 5

other brand loyals

Answer 5

• may or may not be aware
• immunized to our messages

Question 6

new category users

Answer 6

• may or may not be aware
• both brand awareness + attitude less important than category awareness + attitude

Question 7

target market v target audience

Answer 7

target market: those to whom the entire mix is directed

target audience: those to whom a particular campaign is directed

Question 8

target audience selection

Answer 8

select target audience w/ the greatest leverage

△ sales of selected target vs. additional cost in advertising/promotion

Question 9

profiling the target audience

Answer 9

demographics
geographics
geodemographics
psychographics
social class
values
culture
personality

Question 10

trial objective

Answer 10

initial action objective for:
- new product categories
- new brands
- new target audiences

Question 11

brand sales

Answer 11

= n of triers (penetration %) x average frequency w/ which they buy (repeat purchase)

(=) market penetration x purchase frequency

Question 12

what leads to higher penetration?

Answer 12

high levels of both:
- mental availability
- physical availability

(distribution is crucial)

Question 13

natural monopoly law

Answer 13

light occasional buyers favor bigger brands
- to grow, recruit light buyers

Question 14

pre-purchase action objectives

Answer 14

• retail visit
• inquiry
• enter contest
• sample purchase

Question 15

purchase action objectives

Answer 15

• purchase
• trial
• re-trial
• repeat purchase
• purchase amount
• purchase timing

Question 16

post-purchase action objectives

Answer 16

• display the item (retailer)
• recommend item
• recruit other prospects
• use

Question 17

decision participant roles + potential communication objectives

Answer 17

initiator (awareness + attitude)
influencer (attitude)
decider (attitude + purchase intention)
purchaser (purchase intention)
user (attitude)

Question 18

behavioral sequence model

Answer 18

rows:
- what (decision stages)
- who (participant roles)
- where (location)
- when (timing)
- how (decision process)

decision stages: need arousal, brand consideration, purchase, and usage

Question 19

from ZMOT to TMOT

Answer 19

ZMOT - search + evaluate (pre-shopping)
FMOT - purchase
SMOT - consume
TMOT - advocate

Question 20

main action objectives (purchase behavior)

Answer 20

trial objective
repeat purchase