Ad Plan: Situation Analysis

1. Ad Plan: Situation Analysis Product Analysis: SWOT Audience Analysis: Demographics, Psychographics

2. Strengths/Weaknesses • What are the unique consumer benefits the product will deliver? • What is the value of the product relative to the proposed price? • Are adequate distribution channels available? • Can quality control be maintained? • Etc.

3. Opportunities • Product life cycle • Pioneering Stage • Competitive Stage • Retentive Stage • Positioning • Creating a Product for Selected Markets • Positioning to Expand Brand Share

4. Threats • Competition • Other factors

5. Audience Analysis • Consumer research is used to identify who the company’s consumers are, why they buy, what they buy, and how they go about buying certain products.

6. Group of People (Segment) Who Are Most Likely to Respond Favorably to What a Marketer Has to Offer & to Provide the Highest Level of Profitability. Target Market Organizations Design Specific Marketing Strategies to Reach Markets’ Needs Effectively Ad Team Tries to Understand How & Why Consumers Think, Feel, and Behave

7. Target Audience:People with lawns that have weeds

8. Demographics Demographics Age Gender Education Occupation Income Ethnicity Geography Family size Gender Primary - Physical or Psychological Traits Secondary – Associated With One Sex More Than the Other Education Level of Education Influences Behavior as A Consumer Market Differently to Better- Educated Than To the Less Educated Age People in Different Stages of Life Have Different Needs

9. Demographics Race & Ethnicity Determine Differences Between Ethnic Groups By Measuring Differences In Their Lifestyles Geographic Location Study Patterns In Different Regions to Discover Variations in Purchase Behavior of Consumers Occupation People Identify Themselves by What They Do Increase in White-Collar & Service- Related Jobs Income Must Have Resources to Buy Products Discretionary Income – Money Left After Taxes & Necessities

10. Income Marketers Assume That People in One Class Buy Different Goods From Different Outlets and For Different Reasons Than People in Other Classes. It is Determined By: Wealth Education Occupation Family Prestige Value of Home Neighborhood Social Class

11. Psychographics Activities Personality Traits Interests Refers to all the Psychological Variables That Combine to Shape Our Inner Selves Attitudes Hobbies Opinions Values Needs

12. Psychographics Attitudes Personality Collection of Traits Learned Predisposition Vary in Strength & Direction Reflect Consumers’ Values Makes People Individuals Self- Concept

13. Core Values Sense of Belonging Self-Respect Values Are Hard To Change, Are Internal, and Guide Behavior Excitement Security Fun & Enjoyment Sense of Accomplishment Warm Relationships Respect From Others Self-Fulfillment

14. High-Involvement Decisions Spending a Great Deal of Effort on Expensive, Personal, Emotion-Laden Products i.e. Cars Low- and High-Involvement Decision Process Low-Involvement Decisions Acquiring Products Purchased Regularly i.e. Milk Amount of Involvement

15. VALS 2

16. Habit Motivation And Needs Forces that Influence Behavior Repeat Process Many Times & Continue to be Satisfied Motive – Internal Force That Stimulates You to Behave Needs – Basic Forces That Move You to Act Decision- Making Shortcut Breaking Consumer’s Habit Is Difficult Psychological Influences on Consumers

17. Summary • The accurate identification of product users can mean success or failure • Research is the key to successful target marketing • Ads are aimed at consumers with a rifle instead of a shotgun approach • Advertisers place more importance on lifestyle characteristics than on demographic factors • We need to keep abreast of changes in population and understand consumer lifestyles, identities, and motivations