STCM 10300 Lecture Notes - Lecture 8: Media Consumption, Psychographic, Railways Act 1921
14 Nov 2016
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Primary audience: will make a decision or act on the basis of your message. Secondary audience: may be asked by the primary audience to comment on your message, or to implement your ideas after they"ve been approved. Segmenting targeting positioning: segmenting breaking your audience into subgroups. Grouping customers or prospects according to common characteristics. Costs less to sell to existing customers. Some customers are more profitable than others: rfm (recency; frequency; monetary) Knowing who"s in your segment can lead you to others in the same group: targeting selecting a segment that will be the focus of strategic communication efforts. Used to determine how much mc spending should be used to reach each segment: positioning communicating distinct messages in a way that will appeal to your target group. How can you segment your audience: demographics personal statistics. Light, medium, or heavy users of a product/service. Personas: looking at the characteristics, needs, motivations, behaviors, and environment of customers.
