1 / 17

Audience analysis

Audience analysis. Demographics : （统计学特征）： age, sex, income, profession, location, position, education,…. Psychographics ( 心理学特征）： the segmentation tool used to group consumers according to activities, interests, and opinions (AIOs) – lifestyle, personality…. Maslow’s Hierarchy of Needs.

amal
Download Presentation

Audience analysis

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Audience analysis Demographics:（统计学特征）：age, sex, income, profession, location, position, education,…. Psychographics (心理学特征）：the segmentation tool used to group consumers according to activities, interests, and opinions (AIOs) – lifestyle, personality…..

  2. Maslow’s Hierarchy of Needs Marketers should tailor their products and message to appeal to consumers at different levels of needs or the consumers in their target markets. Self Actualization Self-fulfillment Upper-Level Needs Ego Needs Prestige, state Belongingness Love, friendship, acceptance by others Safety Security, shelter, protection Physiological water, sleep, food Lower-Level Needs

  3. Audience analysis Personality Characteristics 1 Innovativeness Sociability Self-Confidence Self-Concept 2 Age Groups Lifestyle Identification-Psychographics 3 Activities Opinions Interests

  4. Personality • Personality is the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment • Personality traits in crafting marketing strategies: • Innovativeness (adventure-seekers, conservatives) • Self-confidence (celebrity endorsement, opinion leaders, consultants….) • Sociability (social interaction, lone person, parties, fun)

  5. personality • personalities strongly influence purchasing decisions. self-concept (活力、稳重、性感、浪漫） • Marketers should know about this to capitalize on the influences of personality on purchasing decisions. （advertising, packaging, design…..) • Product personality: target market (汽车：宝来、QQ, 宝马、奔驰；香水：浪漫、高贵、神秘、性感….)

  6. Age Groups • Products and services often appeal to a specific agegroup(target market, again!) • Children • Teens • Young Adults • Middle-aged (self-actualization, sense of responsibility…) • Elderly (safety, companionship, nostalgia….) • Family life cycle：stages through which family members pass as they grow older • Reversed trend: yearning for tradition and stability among youngsters

  7. Lifestyles • A lifestyle is a pattern of living that determines how people choose to spend their time, money, energy and reflects their values, tastes, and preferences • Expressed through preferences for sports activities, music interests, and political opinions

  8. Lifestyles • Lifestyle marketing: strategy that recognizes that people can be grouped into common market segments based on similarities in lifestyle preferences. (老百姓、小资、富豪，人以类聚、物以群分，demographics 的不准确性）

  9. Social Influences Consumers are more than individuals…….， but fellow members, friends, etc. -- Culture and Subcultures -- Social Class -- Group Behavior and Reference Groups -- Opinion Leaders

  10. Social Influences Social Class Refers to the overall rank of people in a society measured by: occupation, income, education, & wealth, common tastes in clothing, decorating styles, & leisure activities Status symbols （car, watches, 4W men)

  11. Social Influences Groups (1) • Reference Groups are a set of people that have a significant effect on an individual’s evaluations, aspirations, or behavior.And thatmembers in that group want to please or imitate. (摄影、越野、轮滑…..小学生） • Can cause conformity where a person changes as a reaction to real or imagined group pressure. - peer pressure - Some of the strongest pressures to conform come from our sex roles

  12. Social Influences Groups (2) • An opinion leader (unlike celebrity endorsers) is a person who influences others’ attitudes or behaviors. • They are valuable information sources because they are: - knowledgeable about a product category, - among the first to buy new products, and - likely to tell both positive and negative information about product performance.

  13. Social Influences • Marketers take advantages of group pressure for conformity by 1. providing products to satisfy their unique needs (户外运动装备）; 2. teaching the members what the society expect them to act. (fashion manipulation, journals, magazines, club seminars….摄影发烧友：消费级数码vs数码单反相机， the Internet chat rooms, bbs, virtual clubs)

  14. Cultural Influences Subculture • Group within a society whose members share a distinctive set of beliefs, characteristics, or experiences. Religious Groups Racial/ Ethnic Groups Regional Groups （广东人vs 上海，北京； 南方 vs 北方） Culture the Values, Beliefs, Customs, and Tastes Valued by a Group of People. (freedom, youthfulness, achievements, materialism, individualism, East vs. West; wedding, funerals, food, entertainment, clothing, ……) 麦当劳：下跪求打折，性感的尺度

  15. Homework: • 1. 阅读戴尔 卡内基的《人性的弱点》； How to Win Friends and Influence People • 2. 写一篇短文，阐述市场营销的客户分 析策略对于普通沟通者有什么启发？

More Related