marketing communication > planning the ad campaign
Post on 01-Apr-2015
223 Views
Preview:
TRANSCRIPT
Marketing Communication
> Planning the ad
campaign
How?
•Audience / target•Objectives•Tone / style•Vehicle / media
2143
SegmentationDemographic• sex• age• ethnicity• education• occupation• income
bracket
Geographic• home• Nielsen
Area
Psychographic• lifestyle• values• personality• feelings• attitudes
Behaviouristic• purchasing
behaviour• loyalty• ownership• repeat
purchases
ethnicity
values
ownership
repeat purchases
education
occupationincome bracket
personality
feelingsattitudes
loyalty
Nielsen Area
2. AC Nielsen Areas
Area 1 = Oost- en West-VlaanderenArea 1 = Oost- en West-Vlaanderen
Area 2 = Limburg, Antwerpen en Vl. BrabantArea 2 = Limburg, Antwerpen en Vl. Brabant
Area 3 = 30 gemeenten rond BrusselArea 3 = 30 gemeenten rond Brussel
Area 4 = Henegouwen en Waals BrabantArea 4 = Henegouwen en Waals Brabant
Area 5 = Luik, Namen en LuxemburgArea 5 = Luik, Namen en Luxemburg
MARKET
1. ACNielsen shoptypesF1F2NIF2IF3
CIM.be
top related