Marketing Research and Promotional messages

Marketing Research and Promotional messages Marketing messages are a key component to attracting attention and lead the targeted consumer through the sales cycle and to purchase (Consumer Behavior and Targeting Audience). When a company is looking to create a marketing communication message it is important to understand the type of consumer they are marketing towards. The company needs to look at the type of consumer they are targeting then analyze their needs, perceptions and attitudes. These three things will help a company develop an effective marketing communication message to target their consumer.

Consumer Women are the number one consumers in the United States, influencing over 80 percent of the goods and services purchased (Murray Skoloda , 2009).They are big spenders whether it is household, corporate or small business. In the last decade women have become more educated, are working harder and making more money than years past. If a women is earning at least half of the household income then she has a large say involving household purchases. Women are juggling more at work and home, marketing has become more media based. There are more women using multi-media than ever like Facebook, Twitter, and Instagram.

Consumer Needs When looking at consumers purchasing trends, wants and needs drive the marketing decisions. Looking at a women's aspirations can help understand the wants and needs behind a purchase.
Examples of wants and needs:
Make a better home
Help and want kids to be successful
Have time to do what you want
Travel more
Look more attractive
Be healthy
Be healthier and have a nice body
Look younger

Women need to take care of themselves, their families and their household duties. When targeting women with marketing strategies the focus should be on getting ahead, having fun, looking fabulous and taking care of household duties. You have to market around the consumers needs, for example, Pantene shampoo commercials