Marketing Communications

138 CHAPTER 4 TARGET GROUPS to offer the biggest free music collection online, ahead of popular streaming services such as Spoti ...

POSITIONING 139 Table 4.4 Positioning strategies z Product attributes or benefits z Price/quality z Use or application z Product ...

140 CHAPTER 4 TARGET GROUPS Not all diff erences with competitors are meaningful for an eff ective diff erentiation. Every diff ...

POSITIONING 141 One of the options to counter the trend of deploying natural resources and polluting the air is the partial or c ...

142 CHAPTER 4 TARGET GROUPS z The electric car is designed with elements that are specifically developed for the car, such as ha ...

POSITIONING 143 z Changing beliefs with regard to own-brand benefi ts. Japanese car brands such as Honda and Toyota changed thei ...

144 CHAPTER 4 TARGET GROUPS major brand, used actual women (and not models) in bra advertising, and was the first brand to adver ...

FURTHER READING 145 Summary Th e segmenting–targeting–positioning process is one of the core elements of the strategic marketing ...

146 CHAPTER 4 TARGET GROUPS CASE 4: The ‘Ex-smokers are Unstoppable’ campaign across 27 European Union countries Background Ever ...

CASE 4 147 daily basis in urban areas. Cover wraps and multiple execu- tions highlighted the advantages of quitting and, crucial ...

148 CHAPTER 4 TARGET GROUPS Source : http://www.runwithjess.com/2011/09/ex-smokers-are-unstoppable.html. The total budget was sp ...

CASE 4 149 Figure 4.4 Percentage of smokers agreeing and totally agreeing with the statements after seeing a TV ad, a banner or ...

150 CHAPTER 4 TARGET GROUPS Figure 4.6 iCoach registrations, by gender and age Source : Brand New Day, November 2011. Figure 4.7 ...

REFERENCES 151 References 1 Malhotra, N. (2008), Marketing Research: An Applied Orientation. Upper Saddle River, NJ: Pearson Edu ...

152 CHAPTER 4 TARGET GROUPS 27 Buijzen, M. and Valkenburg, P. (2000), ‘Th e Impact of Television Advertising on Children’s Chris ...

REFERENCES 153 59 http://www.seo-micrositez.com/blog/post-name/tim- vanderhook/ (accessed 20 September 2012). 60 http://www.pcwo ...

CHAPTER 5 Objectives CHAPTER OBJECTIVES This chapter will help you to: z Get an overview of the various goals and objectives of ...

MARKETING COMMUNICATIONS OBJECTIVES 155 Introduction Once the target group of the marketing communications plan is well defi ned ...

156 CHAPTER 5 OBJECTIVES action. Since the DAGMAR^1 (Defi ning Advertising Goals for Measured Advertising Results) model was pub ...

MARKETING COMMUNICATIONS OBJECTIVES 157 z b e q u a n t i fi ed in order to be measurable, which allows a precise evaluation of ...