Transcript Identifying the Target Audience in Advertising PPT

Advertising: Identifying Target
Markets
ENG 12 - STEWART
Marketing and Advertising Activities
Revolve Around the Target Market
Product
Distribution
Target Market
Pricing
Promotion
WHAT IS A TARGET MARKET?
 Those
individuals
or organizations
that are likely to
want to use what
producers can
provide.
MARKET SEGMENTATION
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The market is made up of people who fit
into many different groups.
When a product or service is targeted
toward groups of people who share
common characteristics, the group is
called a market segment.
MARKET SEGMENTATION

People may be grouped in a market
segment because they:
Belong to the same culture
Have similar tastes and preferences
Share the same values or goals
Have the same socioeconomic background
Respect their group’s norms or rules of
conduct
Market segmentation helps producers match their products and
services to the needs of a specific group.
COMMON MARKET SEGMENTS
1.
Demographic: people of the same . . .
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Sex
Age
Marital status
Family size
Stage of family life cycle
COMMON MARKET SEGMENTS
2.
Socioeconomic: people of similar . . .
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Occupation
Education
Income
Social class
Culture
COMMON MARKET SEGMENTS
3. Geographic
 People
who live in regions of the
country that could be defined by a
specific climate, or by provincial or
regional boundaries
COMMON MARKET SEGMENTS
4. Psychographic
 people
with similar lifestyles
or personality attributes
COMMON MARKET SEGMENTS
5. Behavior patterns
 People who can be identified by when,
where, and how often they shop, as well
as by their media habits
COMMON MARKET SEGMENTS
6.
Consumption patterns
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People who can be identified by
their knowledge about, and loyalty
to, particular products or brands