Conditions - Target market
3 important questions on Conditions - Target market
What are three important conditions regarding the target market?
- What interest groups are relevant?
- Familiarity with product (is product/brand new to the market)
- Message consistent with attitude and behavior of target market?
- Familiarity with product (is product/brand new to the market)
- Message consistent with attitude and behavior of target market?
What can be interest groups that ads can target?
Customers, community, employees, investors, suppliers, retailers or employees.
Or target purchasers who are not the end-users, e.g. parents for toys.
Or target those who can influence others, e.g. wives.
Or target people to censure actions of others (indirect), e.g. smoking.
Or target purchasers who are not the end-users, e.g. parents for toys.
Or target those who can influence others, e.g. wives.
Or target people to censure actions of others (indirect), e.g. smoking.
Is the advertising campaign of a brand similar of does it change over the life cycle of a product? What are potential implications for the communication?
It typically changes.
When products are new --> customers need information.
When products are well known --> emotional appeals become more effective.
When products are new --> customers need information.
When products are well known --> emotional appeals become more effective.
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