Tuesday, March 4Lecture 12 (CHAPTER 10)How might we target communications? (or segment targets)AgePurchasing power is much different as a kid vs. adult with incomeGenderEthnicityMarital statusMoney spent on family activities, limitations on where you goEducation levelIncome levelWe sometimes combine education/income—positively correlatedThe higher your degree and more years of schooling, more earning power you haveLocationMedia use habitsESPN targets much different group than lifetime networkPolitical beliefsMost obvious category in USReligious beliefsImportant factors related to the PR audienceDiversityGeography, history, culture, etc.E.g., geo-targeting using Google AdWordsAllows 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 ATLYou can use Google adwords to target and to see if it is actually workingExpanding international audiencesEx: 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 successfulUse of technologyUsed to segment audiences and compile dataTechnology helps us understand how to divide our audiencesVisual orientationCompounded by smart phones, tablets, etc.Shift towards people being visual orientedShortened attention spans and the importance of the “sound bite” a lot of the population never knew anything before smartphonesSupport for single issuesFinding like-minded others through technology often leads to singular focus on issues for peopleHow can you reach these people?Creates a problem for PR people when people can avoid certain content, can’t get your message to everyone 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 this allows people to find like-minded othersEmphasis on personality and celebrityCan 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 authorityMakes PR crucially important, but also difficultDifficult to reach audience b/c they are skeptical idea that greed is good, skepticism regarding advertising/content pushing an agendaPopular segmenting variablesAge-based audiencesGender/lifestyle audiencesEthnic audiencesGlobal audiencesIdentifying audiences based on ageYouth marketGeneration Y or E-Generation (born 1981-2003)Spend ¼ to 1/3 of their lives onlineFoster 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 practitionersHow do you get your news? Who do you trust?Ex: Buzz feed, TwitterAds 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 kegGirl with cute boy, saying she hopes health insurance covers birth controlGeneration X (born 1965-1980)IndependentA generation of latch-key kidsSelf sufficient at young age (made their own meals)Tech savvy and resourcefulWork to live rather than live to workNot 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 professionValue freedom in the work placeDisdain being micro-managedTold how to do things, etc.Generally tolerant of “alternative” lifestylesUnderstand there are single parents, gay/lesbian parents—this doesn’t bother generation XBaby boomers (born between 1946-1964)Tend to defined themselves according to their professionTheir job is how they see themselvesIs this the case with our generation?We have grown up with idea that we can do whatever we want in lifeAre educated and take pride in accomplishmentCame of age during advent of television, giving them an appreciation for visual understandingQuestion authority and take a strong position on social issues (this is the 60s mentality)Are competitive in their careersHave a great appreciation for leisure timeMay retire than their parents due to improved health as well as financial uncertaintySeniors13% of today’s populationAre less easily convinced than young adultsAre active in voting, reading newspapers and magazines (senior women also flocking to Facebook)Represent an excellent source of volunteers given free time and strong healthAre extremely health consciousHave seen their savings erode in recent years since the 2008 economic crisisIdentifying audiences based on gender and life styleWomenHave significant purchasing powerHarley Davidson trying to capitalize on this by campaigning to womenFemale-only garage parties and instructional videos with strong female presenceExercise great influence as opinion leadersLarge networks of friends“Multi-minded”Able to balance roles as professionals, mothers, wives, etc.E.g., NFL marketingNFL markets towards women—women wearing jerseys, women’s apparel sold by NFL now  trying to target women who are determined, empowered, strong, independentHits on idea that women are very skilled, able to balance a lot, they forge their own pathThe LGBT (Lesbian, Gay, Bisexual, and Transgender community)An emerging demographic and lifestyle groupBrand loyal and tend to support companies and brands that reflect their viewsDisposable income:29% of gay households have median incomes over $90,000they have purchasing power, you want to appeal to them as an advertiser/PR practitioner16 million LGBT adults have buying power of $743 billion/yearWhat organizations/brands have made efforts to reach these groups?VWADPR 3850 1st Edition Lecture 11Outline of Last Lecture I. This is the first lecture for test 3 Outline of Current Lecture II. How to segment targetsIII. Important factors related to the PR audienceIV. 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