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ADV Ch. 2 exam notes.docx

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Department
Advertising
Course
ADV 344K
Professor
Carr
Semester
Spring

Description
ADV Ch.2 Notes Exam Notes 1. STP Marketing and the Evolution of Marketing Strategies Segmenting: Breaking down diverse markets into manageable segments to Targeting: choosing specific segments as the focal point to Positioning: aligning the marketing mix to yield distinctive appeal for the target segment  These segments of activities are called- STP Marketing  Represents a sound base for generating effective advertising 2. Identifying Target Segments  The first step in STP marketing involves breaking down large, heterogeneous markets into a more manageable submarkets or consumer segments- market segmentation  People may be so devoted to brand don’t need encouragement  Nonusers offer lowest level of opportunity relative to other groups  Brand-loyal users- are a tremendous asset but are difficult to convert  Switchers or variety seekers often buy what’s on sale  Emergent consumers- offers the organization an important business opportunity  Emergent consumers- brand preferences are still under development  Developin
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