45325710 audience analysis ppt
TRANSCRIPT
ByDemudu Naidu(1225109204)Govind Rajulu(1225109210)
Hemanth kumar(1225109211)
Naveen Kumar(1225109225)Pradeep
Kumar(1225109232)Venkateswara
Rao(1225109248)
Audience Analysis in Advertising
It takes more than luck to separate today’s business winners from losers; it takes understanding
What do you think about advertising?
Fun?
Deceptive?
Innovative?
Hard work?
Creative?
Aggressive?
Defining Advertising…..
• “Any paid form of non-personal presentation of ideas, goods and services by an identified sponsor” - American Marketing Association
Defining Audience….
• “A gathering of spectators or listeners at a performance.”
Role.....• Creates awareness
• Communicates attributes and benefits (rational and emotional)
• Reminds and refreshes to ensure top of mind awareness and
that a brand is in consumers consideration set
• therefore generates repeat purchase
• and over time contributes to loyalty and the franchise of a
brand
• It does not persuade consumers against their will to do things
they do not wish to do, or to purchase things they do not wish
to purchase.
Audience Analysis
• “Audience Analysis is defined as the understanding of the
consumer group for which the design is targeted. This would
include the, demographics, physical location, amount of time
available to view the design, and interest in the subject matter. “
• A study of customer needs and wants. These could either be
explicit, implicit or both.
• Key:
To gather as much information as possible so that the final
product will be well received by the target audience
Audience Analysis
Who will view ad and why?
What are the preferences and objections of my
audience?
What are the needs and goals of
my audience?
How do I make communication
clear?
Consumers’ Perspective
What we buy?How we buy?Where we buy?When we buy?In how much
quantity we buy?
• Perception• Self concept• Social and cultural
background• Age and family• Attitudes• Beliefs• Values• Motivation• Personality• Social class
Elements of Audience Analysis
Analysis - Who is the target audience?
Understanding - What is the audience's knowledge of the subject?
Demographics - What is their age, gender, education background etc.?
Interest - Why are they looking at the advertisement?
Environment - Where will the ad be viewed?
Needs - What are the audience's needs associated with your ad?
Customization - What specific needs/interests should the advertiser address relating to
the specific audience?
Expectations - What does the audience expect to learn from your ad? The audience
should walk away having their initial questions answered and explained.
How to Target….
• Four major segmentation bases for consumer
markets will be:
1. Geographic segmentation
2. Demographic segmentation
3. Psycho-graphic segmentation
4. Behavioral segmentation
IMPORTANT DECISIONS
Mission
Message
Media
Money
Measurement
Advertising Research
• Advertising research is the systematic gathering and
analysis of information to help develop or evaluate
advertising strategies, ads and commercials, and
media campaigns. A subset of marketing research.
Objectives
Primary:
Payout in terms of sales or profit, or both
Secondary:
Deciding upon the message
Try to analyze effect of copy on target segments
Presentation of message
Deciding upon the copy
Headlines
Pictures
Situations
Developing the message
Assessing the audience needs
Analyzing your competition
Determining the key selling points(USP) and the
benefits
Anticipating the purchase objectives
Applying the AIDA model
3 Events….
Three events need to occur in order to reach a
message to the targeted audience.
1) The audience has to sense the presence of a
message
2) Select it from all the other messages clamoring for
attention
3) Then perceive it as a actual message
Consider audience expectation
Ensure the ease of use
Emphasize familiarity
Practice empathy
Design for compatibility
Media Selection
• The goal of the advertiser is to select a
media from among many available
alternatives which will maximize some
combination of number of people reached
and frequency with which they are reached.
Media Scheduling
Need for media scheduling
Advertising is forgotten over time.
Also continuous advertising may add to
unnecessary expenditure.
Increase in advertising weight produces sharp rise
in sales, which declines even though advertising is
maintained over a period of time.
Problem in Media Selection
• It’s not sufficient to select the major media,
you also need to make specific selections
within these general types of media.
• Character of media has to be considered
before selecting it as it has great influence
on effectiveness of the advertisement.
Provisions for Advertising….
NewspapersMagazinesRadioTelevision Outdoor MediaInternet
Bill BoardsBulletinsPosters
Commercials in Movie Theatres
Pop-UpsLinks
Banners
Problems in Audience Analysis
Variation in composition and sizes of audience of given
media vehicle.
Variation due to geography
Variation due to rate at which different vehicles
accumulate audiences
Difficulty of estimating value of different sizes of
message units within and between media.
Estimating actual geographical area covered.
CONCLUSION