RMIT International University Vietnam [pic] M2L Team/Group 1 |Lecture: Ms. Melanie Brown | |Team members: | |Lam Xuan Mai s3169238 | |Nguyen Thi Phuong Mai s3194880 | |Nguyen Thi Huong Lan s3221987 | [pic] Scenario C: The Vietnam Chamber
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Primary Target Audience We used both primary and secondary methods of research to determine the correct target market based on demographic‚ psychographic and behaviouristic qualities. We also used the VALS (values‚ attitudes and lifestyles) test to describe personality characteristics that relate to purchase behaviour of our prospective buyers. Demographic Ray Ban’s primary target is men and women between the age of 18 and 34‚ who have enough discretionary income to purchase Ray Ban products
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Positioning Statement Audience Analysis Focus Group Discussion Guide Communications Objectives Strategies & Tactics Public Relations Traditional Advertising Sales Promotion Direct Response Paid Online Advertising Online Social Media Nontraditional Media Creative Brief Creative Executions Print Advertisements L.L.Bean Partnership Traveling Dealership Truck Wrap Hulu Paid Online Advertisement Outdoor Advertisements Mobile App Television Advertisement Radio Spot Media Plan Geographical Target Markets Rationale
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STARGET AUDIENCE The target audience consists of Male and Females ages 18 through to 27 of mixed nationalities. They are keen travellers and enjoy a very active and fun filled lifestyle. They adopt a tight budget to work with due to their income‚ which would be placed into the low - mid ($15‚000 to $38‚000). Demographics: • Age: 18 – 27 • Annual income: Low to mid ($15‚000 – $38‚000) • Sex: Male & Female • Occupation: Student‚ part-time / Casual worker • Free spirited‚ party
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happy years that lay ahead.” Next‚ De Beers concentrated on ‘heavy users’ as their targeted audience as this type of consumers already own more than eight pieces of diamond jewelry. This shows that they already know the value of the diamond jewelry and De Beers is focusing on increasing the lifelong value. Moreover‚ De Beer’s communication objective was to create awareness and desire in their targeted audience regarding the Beacons campaign. This creates a long-term strategy and brand loyalty. Lastly
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the playing field‚ in the arts or simply in the world of beautiful people‚ brand ambassadors have measurable positive impact on a company’s bottom line. But their influence can be short-lived‚ and being in the public eye makes them the perfect target for increased scrutiny and attacks on their reputation. Traditional popularity life cycles have been distorted by the global reach of the Internet. What’s more‚ country variances in consumer opinion‚ rumours and scandals can be exposed and spread
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Greater Road Safety: ‘Morning After’ By Andrea Leigh‚ Ciara ‚ Nadine‚ Phillipa White‚ and Suzanne Oke Table of Contents Market Research 1.1 Analysis of Road Safety Messages 1.2 Demographic and Psychographic Characteristics of Target Audience 1.2.1 General 1.2.2 Drinking Habits 1.2.3 Self-Perception 1.2.4 Most Effective Advertising 1.3 Survey and Focus Group 1.3.1 Survey: How we carried it out 1.3.2 Survey: Why we carried it out
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towers key customer market segments: Alton towers target a wide range of customers as they have a lot to offer for different people‚ gender doesn’t come into this I don’t think as boys and girls both enjoy rides. They target families as they cant just target children as children cant get all the way to Alton towers and pay for it as well‚ they try and draw the parents in as they will be paying for the children. Also Alton towers have a big target market on ‘thrill seekers’ that’s ages 16-60+ I would
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benefit 2. Subhead – (optional) spelling out the promise 3. Amplification – emphasizes the product/service 4. Proof of claim – something that validates the product/service 5. Action to take – incase it’s not obvious… Media planner – reach the target market in the most cost effective way possible Media buyer – negotiate a specific media placement‚ and monitoring CPM – Cost per thousand (people) how many people per thousand view the ad‚ compare‚ how space is sold in newspapers/magazines
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could use some tools such as gap analysis and Ansoff matrix within the SMART rules; meanwhile‚ the objective should follow the communication theory. After that‚ planner should try to determine and describe target audiences in order to segment these targets. At last‚ the author segments the target in different lights: individual and decision-making unit‚ reference groups and opinion leaders etc. Therefore the event planner should take the most appropriate method‚ media and message to communicate with
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