2. Target Audience Selection Flashcards
different buyer groups
new category users (NCU)
brand loyals (BL)
favorable brand switchers (FBS)
other brand switchers (OBS)
other brand loyals (OBL)
brand loyals
- high awareness
- positive attitude immunization against competitors
favorable brand switchers
- awareness should be high (must be measured)
- positive attitude, moderate preference
other brand switchers
- may or may not be aware
- attitude can be neutral or positive
other brand loyals
- may or may not be aware
- immunized to our messages
new category users
- may or may not be aware
- both brand awareness + attitude less important than category awareness + attitude
target market v target audience
target market: those to whom the entire mix is directed
target audience: those to whom a particular campaign is directed
target audience selection
select target audience w/ the greatest leverage
△ sales of selected target vs. additional cost in advertising/promotion
profiling the target audience
demographics
geographics
geodemographics
psychographics
social class
values
culture
personality
trial objective
initial action objective for:
- new product categories
- new brands
- new target audiences
brand sales
= n of triers (penetration %) x average frequency w/ which they buy (repeat purchase)
(=) market penetration x purchase frequency
what leads to higher penetration?
high levels of both:
- mental availability
- physical availability
(distribution is crucial)
natural monopoly law
light occasional buyers favor bigger brands
- to grow, recruit light buyers
pre-purchase action objectives
- retail visit
- inquiry
- enter contest
- sample purchase
purchase action objectives
- purchase
- trial
- re-trial
- repeat purchase
- purchase amount
- purchase timing
post-purchase action objectives
- display the item (retailer)
- recommend item
- recruit other prospects
- use
decision participant roles + potential communication objectives
initiator (awareness + attitude)
influencer (attitude)
decider (attitude + purchase intention)
purchaser (purchase intention)
user (attitude)
behavioral sequence model
rows:
- what (decision stages)
- who (participant roles)
- where (location)
- when (timing)
- how (decision process)
decision stages: need arousal, brand consideration, purchase, and usage
from ZMOT to TMOT
ZMOT - search + evaluate (pre-shopping)
FMOT - purchase
SMOT - consume
TMOT - advocate
main action objectives (purchase behavior)
trial objective
repeat purchase
