Download - Target Audience Analysiswith the help of BHM
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TARGET AUDIENCE ANALYSIS
Ad 3102 advertising media planning
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just demographic ?
Basic information
Gender
Age range Income group
Area / location base
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Who visit restaurant once a
monthTotal Population BANGKOK
Totals (000) 5216 2901
Vert% 100 100
Horz% 100 55.62
Index 100 100
MALE (000) 2273 1284
Vert% 43.58 44.26
Horz% 100 56.49
Index 100 102
FEMALE (000) 2942 1617Vert% 56.4 55.74
Horz% 100 54.96
Index 100 99
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Who visit restaurant once a
month
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Who visit restaurant once a
month
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Who visit restaurant once a
month
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Who visit restaurant once a
month
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Who visit restaurant once a
month Target should be
male / female
Age 30 + All income group
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Buttodays consumers are
more than justdemographics
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Who are your users? How are they different from
your competitors? How are they segmented?
Source - TGI, Household panel
Mass Conformists Confident Domesticates
Trendy Professional Progressive Technocrats
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What triggers their
Response?
Have you everused/tried/bought it?
Is the brandtop ofmind?
Do you havean opinion
about it?
Actively Aware
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Source: AMIs Brand Health Monitor Pyramid
Is it in the rightprice bracket?
Does it haveappeal?
Is it relevantto you?
What triggers their
Response?
Consider
Actively Aware
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Source: AMIs Brand Health Monitor Pyramid
Can it deliver?
What triggers their
Response?
Consider
AcceptablePerformance
Actively Aware
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Source: AMIs Brand Health Monitor Pyramid
Does it performbetter than others?
Is it at a
better price?
Does it appeal morethan the
competitors?
What triggers their
Response?
Consider
AcceptablePerformance
Superior
Actively Aware
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Source: AMIs Brand Health Monitor Pyramid
What triggers their
Response?
Consider
AcceptablePerformance
Superior
Actively Aware
Convinced
Does it deliver on themajority of
advantages?
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Source: AMIs Brand Health Monitor Pyramid
Brand A Brand B
Consider
AcceptablePerformance
Superior
Convinced
What triggers their Response?
Same category / different shapes
Actively Aware
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changing consumers
passive mode
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changing consumers
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