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WSU MKTG 477 - Reaching Consumers,
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MKTG 477 1st Edition Lecture 7Outline of Last Lecture I. Meaningfully defined market segments “profiles”Outline of Current Lecture II. ProfilesIII. Reaching consumersIV. What’s the fundamental difference between behavioristic and psychographic itemsV. Target Marketing StrategiesVI. Positioning Current LectureGerman coast guard ad – improve your English “Profiles” – each segment profile should contain descriptions representing all four of the segmentation bases (demographic, geographic, psychographic, & behavioristic)“Reaching” consumers- “Creativity” – an advertising campaign that consumers can identify with (speaks to them)o Gum example How old are you? (Speak different languages) When/Why do you chew gum? Favorite flavor?- “Literally” – via media… Placing the ad in a medium that consumers are exposed to o Gum example Where do you shop?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. What TV shows do you watch?Recruitment ad for the US Army- Time magazine - Targeting parents to encourage their children to join the armyIf you were developing “profiles’ for purposes of designing advertising creative strategies, whichsegmentation base would provide you with the type of information that would be most helpful?- Behavioristic, specifically “benefits sought” informationo Then, enrich the profile by adding details about consumers’ psychographics, What’s the fundamental difference between behavioristic and psychographic items?- It appears that both are describing consumers’ behaviors, doesn’t it?o Behavioristic items describe behaviors specifically related to the product/service market being segmented, whereas psychographic items are not product service specificWe have identified the segments for our product/market – Now what do we do?- Decide on the target marketing strategies we should employ (specifically related to promotion)Target Marketing Strategies- Undifferentiated – one strategy targeting the entire market, ignoring segment differences (bad idea)o Pepsi commercial shown in Thailand and the US- Differentiated – unique strategies targeting each segment separately (ideal strategy but very expensive)o Segment 1 = Strategy Ao Segment 2 = Strategy Bo Segment 3 = Strategy Co Segment 4 = Strategy D- Concentrated – targeting a single segment with a unique strategy, while ignoring all other segments (best strategy)o Target Segment 1/Strategy AIs there a preferred strategy?- It depends upon the company, the market, and the situation- South Fork is differentiated “Positioning” – developing and executing a creative strategy that creates or reinforces a certain brand image in the minds of consumers from the target market- This is the primary focus and responsibility of advertising!Positioning a university- WSU – “World class, face to face”- Drake – “The D+ Advantage” (Drake advantage)Positioning cigarettes- “Gives you more puffs than other major brands” Pall


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WSU MKTG 477 - Reaching Consumers,

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