A Target Market Lesson

1. Marketing in Superbowl Ads A Target Market Lesson Next

2. How To Use This Presentation Back: Use this to return to the previous slide. Home: Use this to return to the table of contents. Stop: Use this to end the presentation. Next: Use this to advance to the next slide. • Each slide will contain information and/or instructions. • Navigation buttons will appear on each slide:

3. Introduction This is a lesson involving Super Bowl commercials! You will learn about target markets and market segmentation, then apply what you learn to the commercials. Have fun, and let your teacher know if you have any questions!

4. Objectives After this lesson, you will be able to define a target market and different types of market segmentation. Then, you will analyze advertisements and create a PowerPoint presentation describing the target market of that commercial. You will also analyze the product and offer suggestions about reaching a different target market.

5. Table of Contents START! Instructions Introduction for students Superbowl Target Market Market Segmentation Segmentation Practice Review Quiz Assignment References

6. Now, Let’s Get Started! Take notes as you go – there’s a short quiz at the end! Don’t forget, click the referees below to go to the next slide, or go back if you need to.

7. Identifying Target Markets in Superbowl Ads What’s a target market? How do I identify one? What are different types of target markets? Why do Superbowl advertisers pay so much?

8. SuperBowl $$$ • How much do Super Bowl advertisers pay for 30-second television commercial spots? • Click the link & read this article to find out: • CNN Money – “The Branding Bowl” • Why do they pay so much?!

9. SuperBowl $$$ • GoDaddy.com has spent big bucks on ads since 2005. Here’s what the CEO has to say: • “Because of the media attention our ad has received, millions of people across the country who didn’t know we existed, are now aware of GoDaddy.com”
- Bob Parsons, CEO, GoDaddy.com • *Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million-question-do-super-bowl-ads-pay/#GoDaddy.com • But Why??

10. Target Markets • According to Nielson Media, 96.9 million people watched this year’s Super Bowl, which was actually down from previous years. • Retrieved February 3, 2014 from http://www.deadline.com/2014/02/super-bowl-tv-ratings-seattle-seahawks-denver-broncos/ • Advertisers decide what type of people are possibly watching so they can create commercials that those people will like. Then, those consumers will buy the products!

11. Target Markets • This article gives a definition, and suggestions about reaching target markets. Click this link and read the article. • Entrepreneur Magazine: Target Markets

12. Target Markets: Article Main Ideas • Target Market: A specific group of consumers at which a company aims its products and services. • Ask questions to get started: • Male or Female? • Age? • Socioeconomic status? • Area of the country in which they live? • Career? * Target Market. Entrepreneur online, retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html

13. Target Market: Market Segmentation • Read this short definition by Small Business Notes to find out more about market segmentation: • Look for 4 types of market segmentation – click this link to read more: • Small Business Notes Article • How do you think you could define market segmentation?

14. Target Market: Market Segmentation • Market Segmentation: “A marketing technique that targets a group of customers with certain characteristics.” Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009. • 3 types of market segmentation*: • Demographic: based on measurable statistics such as age or income. • Psychological: based on lifestyle preferences such as urban dwellers or pet lovers. • Geographic: based on location, such as home or address. Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm

15. Now, let’s practice… Practice • Identify the Demographic Segmentation used in the next few advertisements. Use the “Answer” button to get to the answers.

16. Identify the Market Segmentation used in the following ads: Answer

17. Answer: Geographic Segmentation Europe Japan These ads would not be displayed in the US, because they are focused on particular locations. Sales would not increase as a result of displaying these ads in the U.S., but sales would increase by displaying them in the respective countries. Practice

18. Identify the Market Segmentation used in the Following Ads: Answer

19. Answer: Psychological Market Segmentation Professionals who need to use WiFI Rockers! McDonalds uses these ads to psychologically appeal to specific types of people. McDs appeals to consumers’ senses by advertising things people like, rather than segmenting those consumers by age or where they live. Practice

20. Indentify the Market Segmentation used in the Following Ads: Answer

21. Answer: Demographic Segmentation Men, age 25-45 Kids, age 4-12 McDonalds uses these ads to appeal to a specific, measurable category of people. Adults aren’t excited about Ronald McDonald, so they use the ad on the right to appeal to kids. They try to appeal to men by making the Big Mac appear huge!

22. A Review Quick Quiz Millions of people watched the Super Bowl, so it is an excellent way for companies’ advertisements to reach lots of people. McDonalds used 6 different advertisements to appeal to 6 different types of people. Target marketing allows advertisers to focus on specific markets. These target markets are segmented by: demographics, psychological factors, and geographical locations. Ready for your quick quiz? Click here:

23. Quiz Question #1 100 million 96.9 million 93.4 million According to Nielson Media, how many people watched this year’s Super Bowl, making it the largest watched television event ever?

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25. Quiz Question #2 Demographic Marketing Market Segmentation Target Market A specific group of consumers at which a company aims its products and services is called:

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27. Quiz Question #3 Target Market Market Segmentation Demographics A marketing technique that targets a group of customers with certain characteristics.

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29. Quiz Question # 4: Demographic Geographic Psychological What type of market segmentation is based on lifestyle preferences such as urban dwellers or pet lovers?

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31. Quiz Question #5 • What type of market segmentation is based on location, such as home or address? Demographic Geographic Psychological

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33. Quiz Question #6 Demographic Geographic Psychological What type of market segmentation is based on measurable statistics such as age or income?

34. WAY TO GO! Finish!

35. Look at You Go! During this lesson, you defined a target market and different types of market segmentation. You analyzed advertisements and now you are going to create a PowerPoint presentation describing the target market of a commercial of your choice. You will also analyze the product and offer suggestions about reaching a different target market.

36. Superbowl Activity! Now that you know about target markets, you’re going to identify some on your own! For your assignment, you’ll watch Super Bowl ads, choose one, decide what the target market is, and create a suggestion for marketing that product to another market We will do this tomorrow. To begin, start thinking about some commercials you would like to use. You will have to choose your own, so pick a couple to have some options.

37. Sources (1 of 2) Next Market Segmentation. Investorworks.com. Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009. McDonalds Europe sign advertisement. Picture retrieved April 12, 2009, from: http://farm1.static.flickr.com/45/116981124_3b95c3ba0f.jpg?v=0 McDonalds Japan advertisement. Picture retrieved April 12, 2009, from: http://iftf.typepad.com/photos/uncategorized/20061007_mcdonalds.jpg McDonalds Laptop advertisement. Picture retrieved April 12, 2009, from: http://www.trendhunter.com/images/phpthumbnails/15687_1_230.jpeg McDonalds man looking at Big Mac. Picture retrieved April 12, 2009, from: http://i.dailymail.co.uk/i/pix/2008/11/20/article-1087832-01268FD80000044D-526_468x344.jpg McDonalds Rockin’ Fries advertisement. Picture retrieved April 12, 2009, from: http://3.bp.blogspot.com/_2oq2bSN-S9o/SKzNyQZzh6I/AAAAAAAABsU/ZsAq5wBUUs0/s400/mcdonalds+rock+n+fries.jpg Overbaugh, R.C., & Schutz, L. Blooms Taxonomy. Old Dominion University Website. Retrieved March 30, 2009, from http://www.odu.edu/educ/roverbau/Bloom/blooms_taxonomy.htm End Show Table of Contents

38. Sources End Show Parsons, Bob. GoDaddy.com CEO: Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million-question-do-super-bowl-ads-pay/#GoDaddy.com Ronald McDonald dancing with kids. Picture retrieved April 12, 2009, from: http://francisanderson.files.wordpress.com/2007/12/ronald-mcdonalds.jpg Superbowl, Nielson Media. Retrieved April 11, 2009 from http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=ac08bca0e985f110VgnVCM100000ac0a260aRCRD Target Market. Entrepreneur online, Retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm Table of Contents

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