ADPR 3850 1st Edition Lecture 11 Outline of Last Lecture I This is the first lecture for test 3 Outline of Current Lecture II How to segment targets III Important factors related to the PR audience IV Identifying audiences based on age V Identifying audiences based on gender and lifestyle Current Lecture Tuesday March 4 Lecture 12 CHAPTER 10 How might we target communications or segment targets Age o Purchasing power is much different as a kid vs adult with income Gender Ethnicity Marital status o Money spent on family activities limitations on where you go Education level Income level o We sometimes combine education income positively correlated o The higher your degree and more years of schooling more earning power you have Location Media use habits o ESPN targets much different group than lifetime network Political beliefs o Most obvious category in US Religious beliefs These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Important factors related to the PR audience Diversity o Geography history culture etc o E g geo targeting using Google AdWords Allows for targeting messages and an examination of performance e g clicks Geo targeting Professor always goes to EPSN on the right side there is always Stub Hub offering sports tickets in ATL because of IP address they know he is close to ATL o You can use Google adwords to target and to see if it is actually working Expanding international audiences o Ex McDonalds learned they need to make their menu fit in overseas China more rice based meals India don t eat meat France McDonalds sells wine Need to understand their culture to be successful Use of technology o Used to segment audiences and compile data o Technology helps us understand how to divide our audiences Visual orientation o Compounded by smart phones tablets etc o Shift towards people being visual oriented o Shortened attention spans and the importance of the sound bite o a lot of the population never knew anything before smartphones Support for single issues o Finding like minded others through technology often leads to singular focus on issues for people o How can you reach these people Creates a problem for PR people when people can avoid certain content can t get your message to everyone o People can self select the content they encounter they find the places online they are passionate about ex animal rights you can avoid negative information about what you believe in o this allows people to find like minded others Emphasis on personality and celebrity o Can we trust celebrity tweets Or are they just paid advertisements In this culture we worship celebrities this is a trend in the aggregate Ex Kardashians found a way to make profit on tweets tweeted about a restaurant paid to do this will drive people to the restaurant Distrust of authority o Makes PR crucially important but also difficult Difficult to reach audience b c they are skeptical o idea that greed is good skepticism regarding advertising content pushing an agenda Popular segmenting variables Age based audiences Gender lifestyle audiences Ethnic audiences Global audiences Identifying audiences based on age Youth market o Generation Y or E Generation born 1981 2003 Spend to 1 3 of their lives online Foster relationships online Skeptical of the presence of online advertising yet willing to share info with strangers engage online while being skeptical online Surprisingly high buying power makes this age group a valuable audience for PR practitioners How do you get your news Who do you trust Ex Buzz feed Twitter Ads for Obama Care targeted at Generation Y Got insurance or brosurance saying kegs are crazy not having health insurance is crazier picture of frat boys drinking from a keg Girl with cute boy saying she hopes health insurance covers birth control Generation X born 1965 1980 o Independent A generation of latch key kids Self sufficient at young age made their own meals o Tech savvy and resourceful o Work to live rather than live to work Not particularly employer loyal Don t necessarily have to be passionate about the job see it as a means to an end Less tied to their profession o Value freedom in the work place o Disdain being micro managed Told how to do things etc o Generally tolerant of alternative lifestyles Understand there are single parents gay lesbian parents this doesn t bother generation X Baby boomers born between 1946 1964 o Tend to defined themselves according to their profession Their job is how they see themselves Is this the case with our generation We have grown up with idea that we can do whatever we want in life o Are educated and take pride in accomplishment o Came of age during advent of television giving them an appreciation for visual understanding o Question authority and take a strong position on social issues this is the 60s mentality o Are competitive in their careers o Have a great appreciation for leisure time o May retire than their parents due to improved health as well as financial uncertainty Seniors o 13 of today s population o Are less easily convinced than young adults o Are active in voting reading newspapers and magazines senior women also flocking to Facebook o Represent an excellent source of volunteers given free time and strong health o Are extremely health conscious o Have seen their savings erode in recent years since the 2008 economic crisis Identifying audiences based on gender and life style Women o Have significant purchasing power Harley Davidson trying to capitalize on this by campaigning to women Female only garage parties and instructional videos with strong female presence o Exercise great influence as opinion leaders o Large networks of friends o Multi minded Able to balance roles as professionals mothers wives etc E g NFL marketing NFL markets towards women women wearing jerseys women s apparel sold by NFL now trying to target women who are determined empowered strong independent Hits on idea that women are very skilled able to balance a lot they forge their own path The LGBT Lesbian Gay Bisexual and Transgender community o An emerging demographic and lifestyle group o Brand loyal and tend to support companies and brands that reflect their views o Disposable income 29 of gay households have median incomes over 90 000 they have purchasing power you want to appeal to them as an advertiser PR practitioner 16 million LGBT adults have buying power of 743