Canadian Advertising in Action

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Transcript Canadian Advertising in Action

Canadian Advertising
in Action
Chapter 3
Consumer Behaviour Concepts
and Target Marketing
3.1
© 2006 Pearson Education Canada Inc.
Learning Objectives
 Explain how consumer behaviour
concepts, relationship marketing, and
positioning influence marketing
communications
 Assess information to identify & select
target markets
 Distinguish between: demographic,
psychographic, geographic &
behaviour-response segmentation
3.2
© 2006 Pearson Education Canada Inc.
Consumer Behaviour
Advertisers need answers:
 Who makes the buying decision?
 Who influences the buying decision?
 What motivates buyers and
influencers to take action?
3.3
© 2006 Pearson Education Canada Inc.
Needs and Motivation
Theory
Need:
• Absence of something useful
Motive:
• Condition prompting action to
satisfy a need
Communicating benefits and presenting
the right image prompts action.
3.4
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Maslow’s Hierarchy of
Needs
Self-Actualization
Esteem
Social
Safety
Physiological
3.5
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Personality
& Self-Concept
Personality: a person’s distinguishing
psychological characteristics.
Self-Concept
Real
Self
3.6
SelfImage
LookingGlass
Self
Ideal
Self
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Perception
People receive and interpret
messages differently.
Selective Exposure
Selective Perception
Selective Retention
3.7
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Attitudes
“Favourable or unfavourable
feelings about an idea or object.”
Advertising messages should coincide
with the prevailing attitudes of the
target market. Trying to alter an
attitude is expensive and risky.
3.8
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Family
The changing roles of family members
have blurred the lines of responsibility
between men and women.
New responsibilities and shared
decision-making has led to
double targeting.
3.9
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Market Segmentation
“Dividing a large market into
smaller homogeneous markets
based on common needs and / or
similar lifestyles.”
3.10
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Demographic
Segmentation
Assessment of market in terms of:
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•
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Age
Gender
Income, Education, Occupation
Marital Status & Household Formation
Cultural Mix
3.11
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Key Demographic
Trends
 Aging Population
 Economic Power of Women
 Changing Household Formations
 Ethnic Diversity
 Concentration of Wealth
What are some impacts of these trends?
3.12
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Why are the over-50s
such an attractive market?
3.13
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Psychographic
Segmentation
Examines individuals by lifestyles.
 Activities
 Interests
 Opinions
Demographically identical people are
different. Brands are associated with
desirable lifestyles.
3.14
© 2006 Pearson Education Canada Inc.
Psychographic
Segmentation
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Learning Activity:
Using Figure 3.11 in your text, identify
the segment to which you might belong.
Choose a different segment from yours.
Describe the differences to consider to
market to the different groups.
Visit Millward Brown Goldfarb’s
website to take their psychographic
analysis. Discuss your results.
3.15
© 2006 Pearson Education Canada Inc.
Geographic
Segmentation
Distinct regions present different
challenges for advertisers.
 Regional language and culture.
 Urban / Suburban vs Rural
 Geodemographics
3.16
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Targeting Individuals
Technology drives relationship
marketing. We can communicate directly
with individuals in mass quantity.
• Database Marketing
• Cluster Profiling
3.17
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Identifying & Selecting
Market Segments
In three steps…
Identify Market Segments
Select Segments with Most Potential
Position Product to Appeal to Target
3.18
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Importance of
Segmentation
Knowing consumers intimately is key
to developing successful strategies;
this knowledge provides input for a
sound positioning strategy.
Positioning
Strategy
3.19
Creative Strategy
Media Strategy
© 2006 Pearson Education Canada Inc.
Positioning
Positioning is the selling concept
that motivates purchase; it can be a
tangible benefit or an image that a
company wants to instill in the
minds of customers.
3.20
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Positioning and
Advertising
• Head-On
• Brand Leadership
• Product Differentiation
• Technical Innovation
• Lifestyle
3.21
© 2006 Pearson Education Canada Inc.
Repositioning
“Changing the place a brand or
company occupies in the customer’s
mind in relation to competitors.”
Repositioning is considered if
consumer attitudes change or if
competitive activity dictates a change.
3.22
© 2006 Pearson Education Canada Inc.