《广告学 Advertising》课件-CH06_V97.ppt

Lecture Presentation Series The STP Marketing Process Identifying Target Segments Segmentation by Usage and Commitment Demographic Segmentation Geographic Segmentation Psychographics Lifestyle Segmentation Benefit Segmentation Business to Business Markets Prioritizing Target Segments Effective Positioning Strategies Fundamental Positioning Themes Repositioning at Delta Air Lines The Value Proposition Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Six 1. Break the market into smaller, more homogenous segments 2. Specifically target the discreet market segments 3. Position the product or service to appeal to the targeted segments OH 6-1 (Segmenting, Targeting, Positioning) Psychographics Demographics Geography Lifestyles Benefits Use patterns Commitment Levels Psychographics Demographics Geography Lifestyles Benefits Use patterns OH 6-2 Commitment Levels OH 6-3 Heavy users Nonusers Brand-loyal users Switchers / Variety seekers Emergent consumers Advertising targeted to: OH 6-4 Age Gender Race Marital status Income Education Occupation OH 6-5 OH 6-6 Activities Opinions Interests Lifestyle Lifestyle segmentation provides insight into consumers’ motivations Passenger safety? Prestige? Fuel Economy? OH 6-7 OH 6-8 SIC Code (Standard Industrial Classification) Industry (trade journals) Channel Level (wholesale / retail) Department (office supplies) Advertising segmented by: OH 6-9 Examine your ability to deliver value to the target segment(s) and what it would cost to develop new capabilities Research the size, growth potential, and use frequency of each segment Assay the competitive environment Find a niche you can scratch Are established upon substantive issues Reflect internal values and structure Should be consistent over time Must be both memorable and distinctive OH 6-10 OH 6-11 1. “Just like a good neighbor…”