ADV 483 1nd Edition Lecture 4Outline of Last Lecture I. The media, the consumer, and the marketplaceOutline of Current Lecture II. Trends in audienceIII. Media in the marketing contextIV. Getting to know the consumerV. The marketplace VI. How to target groups using indexes Current LectureTrends in Audiences?- Age- Nature of “family” – marriage, partners, moving because of job…- Ethnicity- (Composition of audiences changes all the time, every day!)- Which companies are spending?o FMCG = fast moving consumer goods, spend the mostMedia in the marketing Context - Marketing mix: price, product, place, promotion (distribution)- Moving toward the media plan:o Marketing plano Marketing plan objective= Account manager and team discusso Advertising objective = Strategy team and audience insightso Media objectiveo Media plan- RFP = Request for proposalGetting to know the consumer- Pre-planning is importanto What do consumers already think of your brand?o How can you learn more about the consumer?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. Surveys, field work, ethnography study, MRI o What other considerations are there? Primary research, secondary research, Nielson data- The consumer decision process: Think, feel and doo Brand preferences:  Awareness Search Selection Purchase Use Satisfactiono (If you feel more than you are less rational because your feelings and emotions influence purchasing decisions)o How does the consumer buy products? Be careful using the data from surveys or focus groups to determine the answer to this questiono When do people buy? Can look at sales trends Measuring brand awareness and brand recallo How much do they buy? Can look at sales trends Credit/debit card / zip codes with cash paymentsThe marketplace- Questions to ask yourself about the marketplace (background information helps understand audiences)o How long has the brand been available?o How successful has it been throughout history?o How has it been positioned in the past?o What do you know about the company that makes this brand? o Should you stay the course or change direction? - Key part of marketplace analysis: competitors activitieso Product category trendso Brand trends and share of marketo Brands share of requirements - Tools:o BDI = Brand Development Index Sales of brand in marketo CDI = Category Development Index Sales strength of specific category in market - Geography:o Where is your brand sold?o Where is it selling well?o Where is it selling poorly?o BDI & CDIHow to select a target group using indexes (In general, you want to advertise where the sales are)- 100 is average potential- Look for the segments with the highest indexes; these could be yours- 2 groups or more have high indexespick largest or combine- e.g.: 116% more likely to see movie on opening weekendo Ages 18-24= Index = 216 = 116% more likely o Ages 25-34 = Index = 133 = 33% more