Week 3, Day 1Target Markets

Target Markets•Target market- the segment of a public you want to reach, the target group for your message.

•specific segment you desire to deliver your message to•demographics- quantitative•pyschographics- qualitative•the more you know, the more targeted and precise your campaign can be

Week 3, Day 1Phase 1, Step 3

Target Markets•Relevant questions?

•Who are we trying to talk to?• Who are we targeting? •What do they look like? •How do they live?

Week 3, Day 1Phase 1, Step 3

Target Markets

Research Available:•Quantitative:

•Arbitron•radio

•Nielsen (Media Measurement)•TV

Week 3, Day 1

Target Markets

Research Available:•Qualitative: aka consumer insights

•MRI•http://www.gfkmri.com/

•Scarborough•Prizm/Claritas (owned by Nielsen)

•market segmentation

Week 3, Day 1

Target Markets

Week 3, Day 1

Target Markets

Week 3, Day 1

Week 3, Day 1

Week 3, Day 1

Target Markets

Prizm-•market segmentation•approx. 66 Prizm clusters

•http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&pageName=Segment%2BExplorer

Week 3, Day 1

Target Market Profiles

When developing profiles you should be as detailed as possible in order to help you when determining strategies and tactics.Types:-A Day In The Life-Prizm style profiles-Narratives

Week 3, Day 1

Target Market ProfilesWhen developing profiles you should be as detailed as possible in order to help you when determining strategies and tactics.Types:-A Day In The Life-Prizm style profiles-Narratives

Week 3, Day 1

Week 3, Day 1

Week 3, Day 1Phase 1, Step 3

Lab Assignment/Homework:

•LA/HW #3: A day in the Life; Target Market Profile•Narrative with a name for the character, be careful of being stereotypical•Brief wake up to bedtime overview of the target’s day•Due: 9/17

•Read Appendix A, Pages 361-369 (end of non-probability section); pgs 380-385 (focus groups); pgs 389-401

Week 3, Day 1Phase 1, Step 3

Thought of the Day:

“Time can be your enemy or your friend, depending on what you do with each little moment. Make the choice, and put forth the effort, to make each moment count for something positive and meaningful...Some of the most powerful things you do are the things you do by habit. So choose to direct all that power in a positive, life-enriching direction.”

-Ralph Marston