PR- two sided communication
audience doesn't care about message,
public has some degree of interest
adience is external,
public is stock holder, employees, customers, etc
publics arise with issues
target market
marketing -- "how does this make me more money"
Market = money
Market Segmentation (creating markets and finding market to target)
- -define market potential (what is the total demand for pants in the US?)
- -needs/want (most likely to buy product)
- -groups (combine markets with most potential)
Geographically speaking - segmenting people by region
Demographics - statisical segmentation including sex, age, gender, race, income etc
Psychographics - value, attitude, lifestyle and personality segmentation
User status of target market -
- sole user is someone who is brand loyal
- semisole user loves your brand but will use something else
- discount users loves your product but will only buy it on sale
- aware-non trier
- trial rejectors - tried your product but ultimately do not like it
- repertoire - people who have no brand loyalty at all
Usage rate
define people buy amount of consumption
Purchase occasion
define people buy when they buy (ie airline tickets during holiday seasons)
Benefit - buy them for the benefit
Prizm Lifestyle lookups
find the money and go for it
