莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_07.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 7Segmenting and Targeting the AudienceCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 2Principle: Be True to Thy Brand—and Thy Consumer Key Objectives Explain how the consumer decision process works.Describe the cultural, psychological, and behavioral influences on consumer responses to marketing communication.Discuss targeting and how it differs from segmenting.List several characteristics that are used to segment markets and target consumers. Chapter Opener: Dove Knows its AudienceDove’s “Campaign