Target markets

Profile 3 – Unit 1

Types of BeveragesTypes of Beverages

BeerBeerFruit juiceFruit juice

Instant Instant teatea

Wines Wines

Soft Soft drinkdrink

Iced coffeeIced coffee

Instant Instant coffeecoffee

Green Green teatea

Energydrinks Energydrinks

Water Water

Iced Iced teatea

Milk Milk

Milkshake Milkshake

CoffeeCoffee

OGO OXYGEN WATEROGO OXYGEN WATER

"We are very excited about our partnership and our long term agreement with the O-company. Their cutting edge products and packaging are exactly what luxury consumers are looking for. The technology is ground breaking, the message is strong and the opportunities are tremendous"

Mr. Bunting, President.

Advertising strategy? Advertising strategy?

An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services.

WhoWho handles an Ad strategy? handles an Ad strategy?

Small organizations:Marketing department.Sales department works with an ad agency.

Large organizations:Ad department.Hiring an ad agency.

Ad Strategy’s goals:Ad Strategy’s goals:

promoting awareness of a business and its product or services.

stimulating sales directly and "attract competitors' customers.

establishing or modify a business' image.

CustomersCustomers

InformInform

PersuadePersuade

RemindRemind

Ad strategyAd strategy

Which consumers would you target?Which consumers would you target? luxury customersluxury customers athletesathletes older peopleolder people

How could you advertise the product?How could you advertise the product? Print—Primarily newspapers (both weekly and Print—Primarily newspapers (both weekly and

daily) and magazines. daily) and magazines. Audio—FM and AM radio. Audio—FM and AM radio. Video—Promotional videos, infomercials. Video—Promotional videos, infomercials. World Wide Web. World Wide Web. Direct mail. Direct mail. Outdoor advertising—Billboards, Outdoor advertising—Billboards,

advertisements on public transportation (cabs, advertisements on public transportation (cabs, buses)buses)

Advertising roles:Advertising roles:

Copy writer?Copy writer?Comes up with ideas, and writes ads and

slogans. Account manager?Account manager?

Plans the campaign with the client and makes sure everything goes smoothly.

What stressful event is Joan dealing What stressful event is Joan dealing with?with?

She’s looking for another actress who does the voiceover.

Listen to Part A, then check True or False:Listen to Part A, then check True or False:

1. Her office is located in New York.

2. Her company never employs art directors.

3. The advertising campaign is impossible without her contribution.

4. She has an easy job.

5. The actress who does the voiceover couldn’t show up.

1. 1. TrueTrue

2. 2. FalseFalse

3. 3. TrueTrue

4. 4. FalseFalse

5. True

Listen to Part A + B, then complete the Listen to Part A + B, then complete the diagram:diagram:

AdvertisingAdvertisingAdvertisingAdvertising

Art Art

creativecreative

scientifiscientificc

What important information does an What important information does an Ad agency need from its client?Ad agency need from its client?

Market segment Target audience

How does it help the agency to How does it help the agency to create an advertising strategy?create an advertising strategy? Determining which media the agency

chooses to advertise in, and meaning that an ad will be tailored to appeal to the target audience.

Listen to Part C. Two ways of finding out Listen to Part C. Two ways of finding out if an advertising campaign has been if an advertising campaign has been successful?successful?Tracking studiesTracking studies let agencies know (1)___.One way you can find out if a campaign has been

successful is by using before (2)___. This tells the agency if the target audience’s attitudes (3)___.

1. Who’s seen the ad and how many times

2. And after studies

3. Have been favourably influenced by the ads

Nouns

Client Idea Slogan Ad Campaign Radio spot Voiceover Instinct Segment Market Product Before and after studies

Media Image Magazine Customer Program Message Target audience Agency Tracking studies Sample Commercial service

Verbs

Come up with (an idea) Write Create Buy Plan Endorse (support) Interview influence

Appeal Determine Select Target Put across (a message) Tailor Prove sell

Adjectives

Creative Interesting Stressful Scientific

Upmarket Target successful

To sum upTo sum up Advertising seeks to

inform persuade remind the consumers.

Advertising roles include: Copywriters Account managers

Advertising includes: Scientific side Creative side Art

Two ways of finding out if your advertising campaign has been successful: Tracking studies ‘Before and After’ studies

Reading _ Generation X - Y

1. Generation Y is the 60 million children born in the West between 1979 and 1994. New generation don’t think or behave in the same way as their parents so they may not consume in the same way. Generation Y is potentially a very big market.

2. Read paragraphs 1-3 of the article again and answer the questions.

1. What do Laura Schaefer and Lori Silverman tell us about changes in fashions between generations?

Children are not necessarily interested in the same brands as their parents.

2. How has this affected companies like Nike and Pepsi?

They are fighting falling sales in the teen market.

3. How is Generation Y different from Generation X? In what way are they more important?

There are far more of them; they have a very practical world view and are involved in family purchases.

4. How is Generation Y different from the Baby Boomer generation? They are cynical and show a lack of interest in

Baby Boomer brands.

3. Read paragraphs 4-6, then decide if the statements a-f are true or false. Find evidence to support your answers. Generation Yers:

a. Like celebrity endorsement……

b. Enjoy humour and irony in advertisements…..

c. Distrust slogans and image-building campaigns…..

d. Aren’t brand conscious……

e. Belong to different ethnic groups……

f. Rely on TV to find out about fashion……

FT

TF

T

F

How are some brand leaders trying to find out what Generation Yers want?The companies are using teams of young

people to talk to them.