Summary Branding And Advertising Semesters (Well
Summarized)
Communication Research - ANSWER: - 1st step in IMC
- Understand Customers Purchasing Benefits
- Customer Oriented Research that identifies the context of product use
Anthropological Use - ANSWER: direct observation
Psychological Motives - ANSWER: feeling powerful, smart, etc
Sociological Analysis - ANSWER: social class, trends, family, life cycle
Target Market Research - ANSWER: identifies the most revenue-producing market
There are target markets that no one is reaching, and some are saturated
Age Gender Education Income (AGEI) - ANSWER: most common method of
segmenting consumer markets.
Gender - ANSWER: Men and Women buy similar products (and use them differently)
and very different products
Female consumers contol 66% of spending
Make high-priced purchases
Deal with financial advisors
Buy and sell stocks
Households primary accountant
Mothers - Fastest growing buyers of iPhones
Tips to target to women - ANSWER: - Focus on how the brand improves life
- Make them feel part of the brand
- Focus on practical not trivial facts
- Tell a story that gains feelings and emotions
- Provide details to make it a good decision
- Be positive, not negative against competitors.
Marketing to Men - ANSWER: Shopping more
Focus on product performance
Prefer looking for specific information
Favor products that reflect status
Like well-known brands
Segmentation based on Age - ANSWER: Easy to use
Huge difference in products
Few marketing messages are relevant to all ages
, Segmentation based on Education - ANSWER: a demographic that bases the
marketing decision on the different level of eduction of the consumers
Segmentation based on Income - ANSWER: a demographic that bases the marketing
decision on the different level of income of the consumers
Segmentation based on Ethnic groups - ANSWER: a demographic that bases the
marketing decision on the different ethnic group of the consumers
psychographic segmentation - ANSWER: Describes the consumer whereas
Demographics does not fully explain the person
AIO - ANSWER: Activities
Interest
Opinions
Helps marketers understand why consumers buy what they buy
VALS - ANSWER: Values Attitudes Lifestyles Systems
Divides consumers into 8 segments based on attitudes, interests, and opinions to
assist marketers in designing ads.
Geodemographics - ANSWER: demographic census data, geographic information,
and psychographic information is combined
Beneficial for direct mail
68 market segments EX 16504
Benefit Segmentation - ANSWER: focus on advantages to the consumer rather than
the characteristics of the consumer
Usage Segmentation - ANSWER: -Usage or purchase history
-Create clusters
-Target specific clusters
-Create marketing programs for each cluster
Goal is to move light user to mid/heavy user
Segmenting B2B - ANSWER: NAICS/SIC
Size of Business
Geographic
Product Usage
Focus on Sm/Med/Lrg firms
Product Positioning - ANSWER: In the consumers' minds and relative to the
competition
Summarized)
Communication Research - ANSWER: - 1st step in IMC
- Understand Customers Purchasing Benefits
- Customer Oriented Research that identifies the context of product use
Anthropological Use - ANSWER: direct observation
Psychological Motives - ANSWER: feeling powerful, smart, etc
Sociological Analysis - ANSWER: social class, trends, family, life cycle
Target Market Research - ANSWER: identifies the most revenue-producing market
There are target markets that no one is reaching, and some are saturated
Age Gender Education Income (AGEI) - ANSWER: most common method of
segmenting consumer markets.
Gender - ANSWER: Men and Women buy similar products (and use them differently)
and very different products
Female consumers contol 66% of spending
Make high-priced purchases
Deal with financial advisors
Buy and sell stocks
Households primary accountant
Mothers - Fastest growing buyers of iPhones
Tips to target to women - ANSWER: - Focus on how the brand improves life
- Make them feel part of the brand
- Focus on practical not trivial facts
- Tell a story that gains feelings and emotions
- Provide details to make it a good decision
- Be positive, not negative against competitors.
Marketing to Men - ANSWER: Shopping more
Focus on product performance
Prefer looking for specific information
Favor products that reflect status
Like well-known brands
Segmentation based on Age - ANSWER: Easy to use
Huge difference in products
Few marketing messages are relevant to all ages
, Segmentation based on Education - ANSWER: a demographic that bases the
marketing decision on the different level of eduction of the consumers
Segmentation based on Income - ANSWER: a demographic that bases the marketing
decision on the different level of income of the consumers
Segmentation based on Ethnic groups - ANSWER: a demographic that bases the
marketing decision on the different ethnic group of the consumers
psychographic segmentation - ANSWER: Describes the consumer whereas
Demographics does not fully explain the person
AIO - ANSWER: Activities
Interest
Opinions
Helps marketers understand why consumers buy what they buy
VALS - ANSWER: Values Attitudes Lifestyles Systems
Divides consumers into 8 segments based on attitudes, interests, and opinions to
assist marketers in designing ads.
Geodemographics - ANSWER: demographic census data, geographic information,
and psychographic information is combined
Beneficial for direct mail
68 market segments EX 16504
Benefit Segmentation - ANSWER: focus on advantages to the consumer rather than
the characteristics of the consumer
Usage Segmentation - ANSWER: -Usage or purchase history
-Create clusters
-Target specific clusters
-Create marketing programs for each cluster
Goal is to move light user to mid/heavy user
Segmenting B2B - ANSWER: NAICS/SIC
Size of Business
Geographic
Product Usage
Focus on Sm/Med/Lrg firms
Product Positioning - ANSWER: In the consumers' minds and relative to the
competition
