Intro to Adv 2019 - Session 4

1. Introduction to Advertising Topic 4 Understanding the customer and consumer (cont)

2. STP Process

3. Targeting

4. Customer and Consumer “Consumer is ultimate user of a product or service” “Customer is buyer of a product or service”

5. Target Market • Target market is a group of consumer / customer (people or organization) for whom a seller designs a particular marketing mix • In other words, target market is “the people who are most potential to buy/consume the company’s product/ services.”

6. Target Audience • Target audience is a specified audience or demographic group for which an advertising/promotion message is designed • In other words, target audience is “potential people which would be exposed by promotion campaign”

7. Positioning

8. Positioning “Placing the brand in the consumers mind so that it is perceived differently and more superior than competing brands” “… it is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” ~ Al Ries & Jack Trout ~

9. Positioning • In establishing positioning, the marketer or the advertising agency should focus on one benefit of the brand that is related to the product, If too many benefits are conveyed, then the message is not “single minded” or focus. The benefit should be unique and can not be replaced by other brands • For example, Volvo has always stay with the same positioning: the safety aspect of the brand.

10. Brand & Branding “Brand: a perception loaded with emotions and feelings (intangible elements), not just trademarks or package design (tangible elements)” A brand is more than a product. Companies make product but sell brands “Branding a management function that creates the tangible and intangible elements of a brand”

11. Brand Image • Brand image is about perception. Perception is not reality but what is believed. • Brand image is the consumers total perception of the brand, what they believes the brand is about. • Therefore, brand image indicates how the advertising message (and other marketing communication’s message) is understood and interpreted by the consumer.

12. Market Research • To determine the different segments and target group, the process—that is called Market Research—is conducted • Marketing research is conducted to provide information that will assist the process of marketing (and promotion), for example: identifying which media is effective in reaching the target audience, which advertising message is credible, etc