Marketing Communications

118 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK (^95) Janiszewski, C. and Meyvis, T. (2001), ‘Effects of Brand Logo Complexity, ...

REFERENCES 119 (Spring), 47–57; De Pelsmacker, P. and Van den Bergh, J. (1997), Advertising Content and Brand Confusion, Researc ...

CHAPTER 4 Target groups CHAPTER OBJECTIVES This chapter will help you to: z Understand the process of segmenting, targeting and ...

THE SEGMENTING–TARGETING–POSITIONING FRAMEWORK 121 Introduction Th e fi rst step in the strategic marketing planning process is ...

122 CHAPTER 4 TARGET GROUPS On the basis of this analysis of attractiveness, the marketer will select a number of target groups ...

MARKET SEGMENTATION 123 Markets can be divided into diff erent geographic segments such as continents, climate, nations, regions ...

124 CHAPTER 4 TARGET GROUPS and men. The launch campaign included print and online ads and commercials on YouTube. A teaser comm ...

MARKET SEGMENTATION 125 language in an attempt to persuade men are considered more likeable and can influence men better than wo ...

126 CHAPTER 4 TARGET GROUPS Baby boomers were born in the years immediately aft er the Second World War. North America and Europ ...

MARKET SEGMENTATION 127 player (iPod, Zune, Sansa, etc.).^21 Th is generation has never known a world without computers, e-mail ...

128 CHAPTER 4 TARGET GROUPS the trailer. In the fourth treatment, children were asked to watch the trailer and to play the adver ...

MARKET SEGMENTATION 129 allowed youngsters to feel independent in thinking and knowing that they affect the world and are not ju ...

130 CHAPTER 4 TARGET GROUPS Consumer markets can also be segmented on the basis of household life-cycle criteria. Th is concept ...

MARKET SEGMENTATION 131 free book to First Book (books for children in need), for every new person who connected to the Cheerios ...

132 CHAPTER 4 TARGET GROUPS characteristics (playing sports, going to the theatre or restaurant) are linked to a person’s person ...

MARKET SEGMENTATION 133 Idealists (6%) Idealist youngsters have higher scores on universalism, benevolence and tradition. They l ...

134 CHAPTER 4 TARGET GROUPS Markets can also be segmented on the basis of usage rate. Heavy users are of particular interest to ...

REQUIREMENTS FOR EFFECTIVE SEGMENTATION 135 In 2006, the Northern European market for carbonated soft drinks was in worrying dec ...

136 CHAPTER 4 TARGET GROUPS Aft er segmenting the market, opportunities for each segment should be singled out. Th e next stage ...

REQUIREMENTS FOR EFFECTIVE SEGMENTATION 137 Selecting the right target groups Th e second decision is to select the most attract ...