ADV Chapter 6

We must be clear on who we are trying to reach and what we can say that well resonate with them. This is addressed through STP marketing

The subgroup (of the larger market) chosen as the focal point for the marketing program and advertising campaign

Segmenting →Targeting→Positioning

the process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind

involves the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment

(segmenting, targeting, positioning) A marketing strategy employed when advertisers focus their efforts on one subgroup or a product’s total market.

Advertisers are trying to reach adolescent females, but much different subgroups (marine captain wouldn’t wear hard candy lip gloss). Target audience would seem the same if we considered only age and gender.

1. Reassessment of the segmentation strategy
2. Pursue a product differentiation strategy

; sometimes through a detailed reexamination of target segment to develop better ways of meeting its needs, sometimes by adopting new targets and making new brands for them

create and emphasize brands to distinguish them from a competitor’s. Ex: Gillette mach 3, Schick responded with Quatro.

The breaking down of a large, heterogeneous market into submarkets or segments that are more homogeneous.

usage/commitment
demographics
geographic
psychographic
benefit

consumers who purchase a product or service much more frequently than others

a marketing segment made up of the gradual but constant influx of first-time buyers

Advertising strategies designed to win the loyalty of consumers whose brand preferences are still under development in hopes of gaining their loyalty

(“Values and Lifestyles”) System where segments are organized in terms of resources (including age, income, education) and primary motivation

Ideals, achievement, self-expression?

the institutional buyers who purchase items to be used in other products and services or to be resold to other businesses or households

1. what segment wants v. firm's ability to provide it
2. size and growth potential of segment
3. an evaluation of the competitive field

identifying and accessing market niches

specialized cable programming like the Golf Channel. Efficient place to advertise golf clubs.

1. deliver on the promise
2. there’s magic in consistency
3. make it different simply

Consistency. (everything must work in combination to reinforce a distinct perception in the consumer’s eyes about what the brand stands for)

(best to focus on a single premise)
benefit
user
competitive

positioning option that features a distinctive customer benefit

focuses on a specific profile of the target user

uses an explicit reference to an existing competitor to help define precisely what the advertised brand can do

competitive

: returning to the process of segmenting, targeting, and positioning a product or service to arrive at a revised positioning strategy. This is one of the best ways to revive an ailing brand or fix lackluster performance or a new market entry.

A statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to customers in the target segment. A balanced value proposition is the basis for brand choice and customer loyalty, ad is critical to the ongoing success of a firm.

Disney is trying to phase out its advertising of unhealthy foods to kids and eliminate the same from its theme-park menus and co-promotions with big corporate partners.

offers benefits in functional, emotional, and self-expressive benefits

Must find the right mix to do the job. Knowing the target segment and the value proposition are essential to doing the job right. The mix of tools depends on campaign goals.