ADV 483 1nd Edition Lecture 7 Outline of Last Lecture I. ReviewII. Starbucks ExampleIII. Index OverviewIV. Summary/StrategyOutline of Current Lecture I. Chapter 3: target audience, Broad communication objectives, and Creative requirements II. Chapter 3 Recap III. Psychographics Current LectureI. Chapter 3: Target audience, Broad communication objectives, and Creative requirements -Broad Communication objectivesoMore art than scienceoMarketing objectivesCampaign timingReach and frequency-Effective frequency-Creative requirementsoLaunching a product that requires lots of explanation? What Media might help?PRINT!II.Chapter 3 Recap-Brand’s marketing objectives-Clear and explicit plan/objectives-Advertising objectives-Where the advertisement might fit in with the stages of awareness, preference, search, selection, purchase, use, and satisfaction?-The consumer decision process-Clear target market-Communication objectives-Media reach and frequency-Creative requirementsIII.Psychographics 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.-A psychographic measure is a variable that represents a personal characteristic of an individual-Psychographic variables include personality traits, lifestyle, preferences, values, beliefs, and attitudes or opinions-Psychographics are not directly observable, as many demographics areoMeasurement less precise-Values and Lifestyles= VALSoMeasuring psychographicsoWhich group is least likely to engage in social networking?THINKERS! Why? Because they usually are more mature, have stable relationships, and usually select individuals to make connections