AMB319 Lecture Notes - Lecture 1: Pictogram, Imagined Community, Psychographic

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Document Summary

Uses and gratification theory (ugt): why and how people actively seek out specific media to satisfy specific needs (social and psychological) Integration and social interaction, imagined community, personal relationships: use media for emotion or personal interaction. Agency and then hopefully approves the strategy: rec"s. Implementation response: how to deliver this campaign to the target audience: Specific environments to use (which genre of tv programmes, magazine or newspaper titles, radio stations, bus routes, cinema complexes etc: what times of day and days of week will target be most receptive, promotional opportunities negotiated with medium. Identifying consumers: geography (states, urban, suburban or rural, commuting travel patterns, demographics (age, income, education, occupation, psychographics (vals, brand preferences, price sensitivity, purchase behaviour. Research - to uncover new insights: key to finding a new insight is understanding consumer needs, wants and how they view and use the category. Information - knowledge (data or facts) obtained from investigation or study.

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