Advertising - Chapter 6

To focus advertising and promotion effort upon a given segment or segments.

• Primary Market

• Customer

• Target

• Demographic

The practice of narrowly targeting a relatively small segment of a market in which the consumers are typically willing to pay a premium price for the brand.

• Target Marketing

• Specific Marketing

• Arts Marketing

• Niche Marketing

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

• STP Platform

• STP Marketing

• STP Strategies

• STP Data

A decision-making mode in which consumers switch their selection among various brands in a given category in a random pattern, often because they enjoy new experiences.

• Variety Seekers

• Thought Process

• Consumer Markets

• Brand Platform

A form of market segmenting that focuses on consumers’ activities, interests, and opinions.

• Demographic Segmentation

• Financial Segmentation

• Brand Segmentation

• Lifestyle Segmentation

A type of market segmenting in which target segments are delineated by the various benefit packages that different consumers want from the same product category.

• Consumer Segmentation

• Benefit Segmentation

• Financial Segmentation

• Lifestyle Segmentation

A brand’s meaning relative to its competitors.

• Angle

• Focus

• Position

• Segment

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

• Business Markets

• Consumer Markets

• Travel Markets

• Monopolistic Markets

A statement of the functional, emotional, and self-expressive benefits delivered by the brand, which provide value to customers in the target segment.

• Product Details

• Consumer Facts

• Competitive Strategies

• Value Proposition

Market segmenting based on basic descriptors like age, gender, race, marital status, income, education, and occupation.

• Psychographic Segmentation

• Demographic Segmentation

• Behavioral Segmentation

• Geographic Segmentation