I. Consumer Behavior & Target MarketsII. Graph #1III. Graph #2IV. Graph #3I. SegmentationII. Implications for Secondary ResearchI. SegmentationTypically used segmentation variablesDemographic variablesAge, sex, race/ethnicityGeographic variablesRegion of country, urban/suburban/ruralPsychographic variablesAttitudes, values, motivations, and beliefsBrand- or category – related attitudes and behaviorsGeneral psychographic segmentationValues and lifestyle segmentation (VALS)Resources and motivation tendencyAssumed personality mattersCan be paired with product usage dataCategory and brand usage behaviorsSimmons Market Research Bureau (SMRB) and Mediamark Research (MRI)Nationally representative sample of adults interviewedGeodemographic segmentationE.g., Clarita’s PRIZM systemOffers description of US population by census blockUseful for planning decisionsSummarySegmentation can be cost-effective, but should be justifiedDimensions for segmentation are numerousVariety of organizations provide relevant dataII. Review: Implications of secondary researchThe secondary sources have implications for Advertising, PR, the consumer and the mediaFor instance, secondary data can help the advertising researcher to understand advertising/PR campaign effectivenessThe competitive advertising activities examine competitive brand strategies in the past and presentThe Harvard business review, The New York Times, Advertising Age, And Adtrack etc.Advertising practicesSecondary sources are also important for advertising practicesAdvertising practice-reprint of Federal Trade Commission (FTC)Consumer trends and attitudesUse secondary information to examine demographics, expenditures, and attitudes of consumersThe U.S Government’s Bureau of the Censuswww.census.govConsumer expenditureThe consumer expenditure surveyConducted by census bureau on behalf of Burea of Labor statisticsThe syndicated surveysGallup Poll monthly etc…Secondary sources and MediaSecondary sources and Media data has implications for media buying, advertising placement and audience compostionAdvertising expenditures,Media cost, (Nielson)Audience measurement (i.e., audience size, composition, and changes over time) (Nielson)Secondary sources for Advertising Expenditure and Media costAdage.com/datacenter.comsTop 10 Brands- spending dataMore efficient (time and money) than original/primary research projectsSecondary sources for Audience measurement: RadioArbitronRadio, cable, outdoor mediaTraditionally diary-basedAudience measurement: PrintAudit Bureau of Circulations (ABC)non profit organization in 1914audits newspapers and magazine circulationalso monitors readership studiessurveys of market area# circulated alone underestimates audience size; surveys are helpful supplementswww.accessabc.comAudience Measurement: InternetJupiter ResearchMerged with Media Metrixwww.jupterresearch.comNielson and Arbitron also developing serviceswww.nielsen-netratings.comArbitron.comAudience Measurement: Television (DONATED STOCK OF INFO TO COMM. LIBRARY!)Nielsen Media ResearchLeading provider of television audience measurementDesignated market area listingNielsenmedia.comNielsen for TelevisionNational Television Index (NTI)Measures network viewing“People meters”Nielsen Station Index (NSI)Measures local stations’ viewershipSIA (Storage Instantaneous Audimeters) and diary methodsOther useful sources for secondary researchInter-University Consortium for Political and Social Resarchwww.ipsr.umich.eduvast collection of datageneral social surveyvariety of other polls and surveysMarketing IssuesSurvey of current business, business Conditions Digest, American Statistics IndexOnline/ CD Rom resourcesNational Trade Bank, The Economic Bulletin Board, Bureau of Economic AnalysisSTAT-USA/ INTERNETOther useful sources: Category & Competitive ResourcesPeriodicalsTrade and Association publicationsPrivate business reviewsCorporate reports, industry surveys, etc.TradeAd age, adweek, brandweek, mediaweekGovernment agenciesCensus of Retail Trade, The Census of Service Industries, Monthly wholesale TradeGeneralForbes, Barron’s, Harvard Business Review, Wall Street Journalwww.monitoringthefuture.orgUS adolescents and young adultsQuestions about attitudes and beliefsFood first place to checkAcademicJournal of Advertising, Journal of Marketing Research, JCR (Journal of consumer research)Relevant to this class- JAR- Journal of Advanced ResearchIn general secondary sources can help you to…Find out who believes what, who uses whatAccess competitors expendituresAccess market sharesAccess media placement costAssess audience sizeBrand share, competitive marketing or adverting’s/PR activities, and category specific consumer attitudes and purchase behaviorsADV 483 1nd Edition Lecture 9 Outline of Last Lecture I. Consumer Behavior & Target MarketsII. Graph #1III. Graph #2IV. Graph #3Outline of Current Lecture I. SegmentationII. Implications for Secondary Research Current LectureI. SegmentationTypically used segmentation variables- Demographic variableso Age, sex, race/ethnicity- Geographic variableso Region of country, urban/suburban/rural- Psychographic variableso Attitudes, values, motivations, and beliefs- Brand- or category – related attitudes and behaviors  General psychographic segmentation- Values and lifestyle segmentation (VALS)- Resources and motivation tendency- Assumed personality mattersThese 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.- Can be paired with product usage data Category and brand usage behaviors- Simmons Market Research Bureau (SMRB) and Mediamark Research (MRI)- Nationally representative sample of adults interviewed Geodemographic segmentation- E.g., Clarita’s PRIZM system- Offers description of US population by census block- Useful for planning decisions  Summary- Segmentation can be cost-effective, but should be justified- Dimensions for segmentation are numerous- Variety of organizations provide relevant data II. Review: Implications of secondary research- The secondary sources have implications for Advertising, PR, the consumer and the mediao For instance, secondary data can help the advertising researcher to understand advertising/PR campaign effectiveness - The competitive advertising activities examine competitive brand strategies in the past and presento The Harvard business