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Integrated Marketing Communications > Target Audience > Flashcards

Target Audience Flashcards

1
Q

What are the 2 Target Customer Groups?

A
  1. Stakeholder Target

2. Campaign Target

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2
Q

What are the MarCom Target Stakeholders?

A
  1. End-Customers
  2. Distributors
  3. Suppliers
  4. Investors
  5. Regulators
  6. Prospective and Current Employees
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3
Q

What do MarComs Campaign Target?

A
  1. Target Audience
    - Primary Target Audience: Contributes most of the Sales
    - Secondary Target Audience: Contributes Additional Sales
  2. Creative Target
    - The individual who your campaign speaks to because the person plays the key role in the purchase decision.
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4
Q

How are Target Audiences Segmented?

A
  1. Communication Research identifies the viable Target Markets
  2. Can be both Customer Markets and Business to Business Markets
  3. Market segments are groups of individuals/businesses with distinct characteristics.
  4. Market Segment should be Homogenous
  5. Segment should be large enough to be financially viable to target with a separate campaign
  6. Segment should be reachable through media or some MarComs tools
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5
Q

What categories are used to identify segments in the B to C?

A
  1. Demographics
  2. Psychographics
  3. Generations
  4. Geographics
  5. Geodemographics
  6. Benefits
  7. Usage
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6
Q

What is include in Demographics?

A
  1. Gender
  2. Age
  3. Education
  4. Income
  5. Ethnicity
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7
Q

What categories are used to identify segments in the B to B?

A
  1. Industry
  2. Size
  3. Geographic Location
  4. Product Usage
  5. Customer Value
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8
Q

What is Brand Loyalty?

A

Regular (repeat) purchase of the brand, based on continued awareness of it and brand attitude.

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9
Q

How is Customer Targeting using Brand Loyalty Achieved?

A

By dividing the total potential market into 5 groups who differ in terms of loyalty of their behaviour towards your brand.

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10
Q

What are the 5 Brand Loyalty Segmentations?

A
  1. Brand Loyals (BLs)
  2. Favourable Brand Switchers (FBSs)
  3. Other-Brand Switchers (OBSs)
  4. Other-Brand Loyals (OBLs)
  5. New Category Users (NCUs)
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11
Q

What are Brand Loyals?

A

Regular buyers of a brand in a category representing the core of the sales.

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12
Q

What are Favourable Brand Switchers?

A

People who buy your brand and also buy competitor brands.

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13
Q

What are Other Brand Switchers?

A

People who support one competitor brand but NOT your brand.

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14
Q

What are Other Brand Loyals?

A

People who regularly buy a competitor brand.

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15
Q

What are New Category Users?

A

People who are entering the category for the first time or re-entering after a long gap.

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16
Q

What is Creative Target?

A

People who write/speak “to an individual”. They imagine themselves in a one-to-one situation telling a person about the brand who best represent your customer or potential customer.

17
Q

What are Observable Behaviours Action Objectives?

A
  1. Pre-Purchase Actions - Lead to purchases
  2. Purchase Actions - Trial purchase for new customers or repeat purchase for existing customers.
  3. Post-Purchase Actions - Lead to faster repeat purchases
18
Q

Types of Pre-Purchase Actions?

A
  1. Retail Visit
  2. Inquiry
  3. Enter Contest or Sweepstakes
  4. Sample Purchase
19
Q

Types of Purchase Actions?

A
  1. Purchase
  2. Trial/Re-Trial
  3. Repeat Purchase
  4. Purchase amount per occasion
  5. Purchase timing moved earlier/later
20
Q

Types of Post-Purchase Actions?

A
  1. Display the item
  2. Recommend items
  3. Recruit other prospects
  4. Use
21
Q

What are Customer Decision Roles and their Action Objectives?

A
  1. Initiator - Propose Category Need
  2. Influencer - State the criteria for brand choice in the category and recommend our brand as best meeting the criteria
  3. Decider - Choose our brand
  4. Purchaser - Buy our brand
  5. User - Use our brand
22
Q

What are Business Decision Roles and their Action Objectives?

A
  1. Gatekeeper - Allows access
  2. Consultant - Recommends your company as your vendor
  3. Negative Decider - Identify these people and avoid them, if possible. However, if you must deal with them, the action objective for them is non-rejection.
  4. Positive Decider - Approval
23
Q

What is Acorn?

A

A consumer classification tool that segments the UK population, analysing demographic data, social factors, population and consumer behaviour and segmenting the population into 6 Categories; 18 groups, 62 types.

24
Q

What is the Targeting Strategy - Concentration on One Segment?

A

Chose one segment and be a leader within that segment. Allows you to build expertise, but is vulnerable to competitors.

25
Q

What is the Targeting Strategy - Selective Specialisation?

A

Choosing several segments that look profitable and one segment compensates for the other’s slow growth.

26
Q

What is the Targeting Strategy - Product Specialisation?

A

Concentrate on one product and sells it on to different segments.

27
Q

What is the Targeting Strategy - Market Specialisation?

A

Concentrate on one market segment and sell different products to target customers.

28
Q

What is the Targeting Strategy - Full Market Coverage?

A

Target all customer groups with all products they need.

Integrated Marketing Communications (6 decks)

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