MCOM 323 Lecture Notes - Lecture 3: Geodemography, Psychographic
20 Sep 2017
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Document Summary
Indexing: comparison to a base, base: 100 (no %) If 30% of the market is hispanic, and 89% of the reaaders of newspaper a are. Situation analysis: target audience, you cannot develop a good media plan without having the right target audience. Basic characteristics of a population: age, gender, ethnicity, income, education, etc. Consumer description with regard to personality, interests, opinions, activities, etc: sources: mri+, vals, etc, vals ex. (values and lifestyles, from personality traits to consumer behavior, two main dimensions: motivation & resources (8 major groups) Innovators, thinkers, achievers, experiences, believers, strivers, makers, survivors: motivations: ideals, achievement, self-expression, how a person expresses themselves in the market place. Innovators: no primary motivation; highest resources, successful, sophisticated, upscale, niche products, ex. Mini cooper, sparking water: thinkers, motivated by ideals; high resources, well-educated. Japanese car makers: achievers, motivated by achievement; high resources, goal-oriented, family and career, premium products, ex. Use of targetable media local cable tv, zip-code targeted newspaper inserts, etc.
