JOUR 001 Lecture Notes - Lecture 17: Product Placement, Psychographic, Value Proposition

• School: College of The Sequoias
• Department: Journalism (JOUR)
• Course: JOUR 001
• Professor: Menezes

Document Summary

Heavy user: buy regularly from a product category. Brand-loyal users: great asset for the brand they are loyal to difficult for competition to convert. Switchers/variety seekers: reachable with advertising but expensive consumer. Emergent consumers: opportunity knocks- point of entry marketing strategy aims to win them over. Age, gender, race, marital status, income, education, occupation, geo-demographic (neighborhoods around the country with common demographic characteristics-identified by zip codes) Defining brand value to develop a positioning strategy. Define value of brand: find something meaningful to consumer (wiifm-what"s in it for me) Value proposition: develop statement about the benefits brand delivers to consumers that they find valuable. Positioning: design and represent a brand in a way that is distinct in the consumer mind. Positioning strategy: select key themes to communicate to a target market. Makes the positioning different and simple for consumers to understand. Focus is on the benefits of the brand. Focus is on target consumer who uses brand.