An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.
138-541: Pure Michigan is as an advertising campaign by the State of Michigan to market itself as a travel and tourism destination. It was launched in 2008 featuring the voice of actor and comedian Tim Allen , using the title song from The Cider House Rules as the background music in television commercials. The Pure Michigan campaign received state and international attention beginning in 2008 when Michigan Governor Jennifer Granholm approved $ 45 million in additional funding for
276-463: A TV advertisement for toys. The child then shares this information with their parent, the target market, who will be influenced to go purchase the toy. A target market is a selected group of consumers who share common needs or characteristics. Often these characteristics can be segmented into four different marketing groups, geographic, demographic, psychographic or behavioral (Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G., 2013). Once
414-533: A bad campaign can backfire and damage profits and sales. Undercover marketing and astroturfing are two type of guerrilla marketing that are deemed as risky and can be detrimental to the company. "Advertising can be dated back to 4000 BC where Egyptians used papyrus to make sales messages and wall posters. Traditional advertising and marketing slowly developed over the centuries but never bloomed until early 1900s" ("What Is Guerrilla Marketing?", 2010). Guerrilla marketing are relatively simple, use tactics to advertise on
552-444: A business must examine consumer behavior trends. Behavioral trends could include online purchasing instead of in-store purchasing, or modern consumers purchasing a new smartphone annually. They should then select a segment of consumers whose behavior aligns with the functionality and purpose of the product to be the intended audience for a marketing campaign. Target consumers can be identified by businesses as they will indicate that there
690-404: A business when it is planning a marketing campaign, as the information that the business gathers will determine what the most profitable target market for the campaign is, and how to reach this market. The business must also look to their competitors to see what processes they are currently taking to try and solve the problem, and which consumers they are targeting (Sherlock, 2014). This will allow
828-457: A city or area with a heavy drinking culture will encounter high liquor sales, whereas a city or area with a minimal drinking culture will experience low liquor sales. Each country has consumers of the same demographic, but due to the cultural influence of the geographical area, their purchase decisions are different. A basic example of a consumer profile is: males aged 35–40 who live in the US and have
966-411: A company has defined their target market, they will aim their products, services and marketing activities towards these consumers in a way that will hopefully persuade them to purchase the product or service (Kotler, et al., 2013). The impact of this will result in either a gratifying or deficient marketing strategy. Reaching a target audience is a staged process, started by the selection of the sector of
1104-407: A consumer's web history, tracking them online to see exactly which websites they have visited. The marketer then has a second chance to show the consumer a related product from a previously visited website, which the consumer had turned down earlier (Libert, Grande, & Asch, 2015). Social media such as Twitter, Snapchat discover, Instagram, YouTube and Facebook allow two-way communication between
1242-593: A customer is often determined by purchasing behavior and product preference (Lin, 2002, p. 250). This gives marketers an understanding of what type of lifestyle consumers live. A lifestyle is defined with three main sections: activities, interests, and opinions (AIO). If a marketer can conduct lifestyle research through previous purchasing behavior it gives an excellent understanding of AIOs enabling target audiences to be effectively determined (Hoyer, Macinnis, & Pieters, 2013, p. 401-403). Two key marketing terms are target audience and target market. Distinguishing
1380-423: A few forms of noise. Finally there is the response or feedback . This is the receiver's reaction to the communication of message and the way they understood it. Feedback relates to the way sales react as well as the interest or questions that arise in relation to the message put out. When considering touch points in an advertising campaign a brand looks for Multisensory touch points. These touch points help
1518-567: A form of direct marketing. Using these direct forms of communication, customers of the product or service will receive personal, efficient and easily accessed information on the product. This could influence the customer to purchase the product or service. This is arguably the most straightforward and direct process for reaching the appropriate target audience (Evans, O'Malley & Patterson, 1995). Marketing communications channels have undergone huge changes, shifting away from traditional mass-market type advertisements such as television and radio. This
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#17327880833601656-466: A form of marketing. "Collecting billions of people around the world through a series of status updates, tweets, and other rich media" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Social media is a powerful tool in the world of business. Guerrilla marketing strategies and tactics are a great and cost effective way to generate" awareness for business, products and services. To maximize full potential of marketing efforts, it's to blend them with
1794-424: A free ride approach, this means that to cut their costs and increase the number of recipients simultaneously to maximize the low cost effect. For example, they will try to benefit from placing advertisements on big events e.g. sporting events. Guerrilla marketing was regarded to target existing customers rather than new ones, aiming to increase their engagement with a product and/ or brand. "When selecting audiences for
1932-445: A given brand. It is important for an advertising campaign to consider sensory cues into their campaign as market places continue to become increasingly competitive and crowded. Anyone of the given sensory characteristics may remind a person of the brand they best associate with. A prime example of this is Red Bull who use the colour, shapes and size of their cans to best relate their product to success and winning. A taller can looks like
2070-654: A guerrilla message, a group that is already engaged with the product at some level is the best target; they will be quicker to recognize and respond to creative tactics, and more likely to share the experience with their friends, as social media has become a major feature of the market landscape, guerrilla marketing has shown to be particularly effective online. Consumers who regularly use social media are more likely to share their interactions with guerrilla marketing, and creative advertising can quickly go viral." [REDACTED] Media related to Advertising campaigns at Wikimedia Commons Target audience The target audience
2208-559: A high cost-to-contact ratio. ‹The template Manual is being considered for merging .› When an organisation begins to construct their advertising campaign they need to research each and every aspect of their target market and target consumers. The target consumers (or "potential customers") are the people who are most likely to buy from an organisation. They can be categorized by several key characteristics: mainly gender, age, occupation, marital status, geographical location, behavioral, level of income and education. This process
2346-418: A large effect on preferences for cars, clothes, home furnishings, leisure activities, reading habits, and retailers (Kotler et al., 2014). Consumers are divided by their knowledge, attitudes, and use of, or response to, the product (Kotler et al., 2014). Marketers can group buyers according to the occasion when they made the purchase or used the product. For example, Kotler et al. (2014) suggests that air travel
2484-483: A large group of potential customers is inefficient if only a handful become customers. A focused plan that reaches a tiny audience can work out well if they're already interested in a product. Over time target markets can change. People interested today might not be interested tomorrow, and those not interested in the present time might become interested over time. Analysing sales data and customer information helps businesses and individuals understand when their target market
2622-428: A low price, consumers who couldn't afford the other air-conditioning units will see this as a solution to the problem and will purchase the new units. The problem that the business solves can be identified by searching for similar businesses or business ideas. If the search is unsuccessful, then there remains a problem that the business can solve (Sherlock, 2014). The business must determine what kind of people are facing
2760-434: A message they want to share with potential consumers. An example of this is Vodafone wanting to tell their consumers and new consumers of a new monthly plan. The diagram then moves on to encoding which consists of the organisation putting messages, thoughts and ideas into a symbolic form that be interpreted by the target consumer using symbols or words. The third stage in the diagram is channel message . This occurs when
2898-438: A negative social perception, and face the repercussions of their image being opposed to commonly accepted social values. Defining the difference between a target market and a target audience comes down to the difference between marketing and advertising. In marketing, a market is targeted by business strategies, whilst advertisements and media, such as television shows, music and print media, are more effectively used to appeal to
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#17327880833603036-567: A particular brand, billboards, web sites and various other methods that connect the brand and consumer. The most effective touch points, as found in Effie Award - winning campaigns, are: interactive (91%), followed by TV (63%), print (52%) and consumer involvement (51%). Multi sensory touch points are subconscious yet helps use to recognise brands through characteristic identified through human sensors. These characteristics could be shape, colour, textures, sounds, smell or tastes associated with
3174-407: A powerful and robust online marking strategy with a marketing automation software" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Which can boost small businesses. Guerrilla tactics consist of instruments that have effects on the efforts. Some instruments are usually there to maximize the surprise effect and some of these instruments mainly cutting advertising costs." Guerrilla marketing
3312-443: A relationship. Television and radio advertisements are also a form of advertising strategy derived from IMC. All of the components of IMC play an important role and a company may or may not choose to implement any of the integration strategies. Media channels, also known as, marketing communications channels, are used to create a connection with the target consumer and influence the behavior. Traditional methods of communication with
3450-423: A select group of individuals. The effectiveness of a target audience campaign is dependent on how well the company knows their market; this can include details such as behaviours, incentives, cultural differences and societal expectations. Failure to identify these trends can lead to campaigns being targeted at the wrong audiences, and ultimately a loss of money or no change at all. An example of this type of failure
3588-489: A shift in the way marketers and advertisers interact with their consumers and now see it as a conversation between Advertising/ Marketing teams and consumers. IMC has emerged as a key strategy for organizations to manage customer experiences in the digital age, since organizations can communicate with people in more ways than those typically thought of as media. The more traditional advertising practices such as newspapers, billboards, and magazines are still used but fail to have
3726-430: A shoe that is advertised for playing sports, going for walks, hiking and casual wear will attract different groups of consumers. Another advantage of positioning is the competitive strength it gives to businesses/ individuals and their products, introducing new products successfully to the market and communicating new and varied features that are added to a product later on. The Communication of processes diagram refers to
3864-415: A short life, is difficult to measure/control and can convey a poor brand image. Direct mail consists of messages sent directly to consumers through the mail delivery service. It is one of the more "dated" media channels. In the modern day it has few advantages, except that it can be highly selective, and has high information content. Disadvantages are that it promotes a poor brand image ("junk mail") and has
4002-423: A simpler target market strategy. Following through a media plan requires attention at every stage, and requires a range of factors to be considered. In order, these include: Each of these sections goes into even more detail, such as media units, which includes such minute details as the length of a broadcast commercial or the size of a print advertisement. A thoroughly followed, planned and implemented media plan
4140-452: A small percentage of the market but account for a high percentage of total consumption. Loyalty status can prove to be very significant to a marketer's product or service. Kotler et al., (2014) expresses, a reason for increasing customer loyalty is that "loyal customers are pricing insensitive compared to brand-shifting ideas." To understand the effects of marketing on audience improvement, the basic marketing principles need to be outlined, and
4278-468: A specific target audience for certain messages to send, such as The Body Shop Mother's Day advertisements, which were advertising to children as well as spouses of women, rather than the whole market which would have included the women themselves. Another example is the USDA's food guide, which was intended to appeal to young people between the ages of 2 and 18. The factors they had to consider outside of
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4416-423: A statistical approach to identifying the target audience. Psychographics is the use of sociological, psychological and anthropological factors, as well as consumer behavior, style of living and self-concept to determine how different market segment groups make decisions about a philosophy, person or product (Weinstein, 2014). Psychographic information can be utilized by the business to gain a deeper understanding of
4554-420: A strategic plan need to use target marketing in their decisions (Dibb & Simkin 1998). Target marketing is also part of the segmentation process, where groups who share the same needs and wants are segmented into specific categories. According to Dibb and Simkin, (1998) the final process of target marketing is the design of marketing mix programme. The marketing mix tools are made up of four broad groups known as
4692-404: A target audience is specialized doesn't mean the message being delivered will not be of interest and received by those outside the intended demographic. Failures of targeting a specific audience are also possible, and occur when information is incorrectly conveyed. Side effects such as a campaign backfire and 'demerit goods' are common consequences of a failed campaign. Demerit goods are goods with
4830-401: A target audience. A potential strategy to appeal to a target audience would be advertising toys during the morning children's TV programs, rather than during the evening news broadcast. A target market is a select group of potential or current consumers, which a business decides to aim its marketing and advertising strategies at in order to sell a product or service. Defining a 'target market'
4968-410: A trademark brand for themselves in order to be recognizable by a broad range of consumers. For example, a fast food restaurant positions itself as fast, cheap, and delicious. They are playing upon their strengths and most visible characteristics. On the other hand, a luxury car brand will position its brand as a stylish and expensive platform because they want to target a specific brand very different from
5106-818: A university-level education (demographic), are a sociable extrovert from a top-middle economic class and live an active lifestyle (psychographic), lives in Nashville, Tennessee (geographic) and makes small and frequent purchases without considering the product's brand (behavioural). This profile will allow the business to tailor their marketing campaign to attract specific consumers. There are many methods of demographic, psychographic, geographic and behavioral data collection. There are quantitative methods, being statistical processes such as surveys and questionnaires, and qualitative methods, being in-depth approaches such as focus groups or comprehensive interviews (Dudley et al. 2014). The different aspects of consumers are all essential to
5244-487: A very small budget. It is to make a campaign that is "shocking, funny, unique, outrageous, clever and creative that people can't stop talking about it" (Uk essays, 2016). Guerrilla marketing is different when compared to traditional marketing tactics (Staff, 2016). "Guerrilla marketing means going after conventional goals of profits, sales and growth but doing it by using unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase
5382-572: A whole, media officials, or a variety of other groups" (Tambien, E., n.d.). Tom Duncan, author of The Principles of Advertising and IMC, and founder of the Integrated Marketing Communication (IMC) graduate program at the University of Colorado, defines target audience as "a group that has significant potential to respond positively to a brand message" (Northwestern University., n.d.) (Duncan, T., 2005). This 'group'
5520-405: A wider audience. Depending on the age group and demographic, social media can influence a company's overall image. Using social media as a marketing tool has become a widely popular branding method. A brand has the chance to create an entire social media presence based around its own specific targeted community. With advancements in digital communications channels, marketing communications allow for
5658-429: Is a "market coverage strategy in which a company goes after a large share of one or a few sub-markets (Kotler, et al., 2013)." This strategy enables companies to create a strong market position without mass production, distribution or advertising. This strategy is usually beneficial as it does not involve a lot of competition. A business is able to gain greater knowledge of their distinct segment, as they are more focused on
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5796-491: Is a broad marketing concept that is no longer confined to large, static billboards on the side of motorways. More current and innovative approaches to OOH media range from street furniture to aerial blimps and the advance of digital OOH. As the world changes, there will always be new ways in which a campaign can revitalize this media channel. Its potential advantages are accessibility and reach, geographic flexibility and relatively low cost. Disadvantages to OOH media are that it has
5934-783: Is a demand for the product by their behavioral signals (Dowhan, 2013). Their interests, hobbies and past purchase activity provide a platform on which the business can base their marketing campaign (Dowhan, 2013). Geographic information is essentially where the customer is located and is vital to the business when they are determining their target audience. This is because customers located in different geographic areas are going to encounter different things that influence their purchase decisions (Kahie, 1986). These can be any number of things, including resources, cultures, and climates, which can cause their behavior, psychographic information and influences to differ with those who are in same demographic but are geographically distant (Kahie, 1986). For example,
6072-408: Is a strategy used to capture a whole audience, rather than focusing on the differences in segmented markets. A business will typically design one product line and focus on what consumer demands are most frequent, in order to create a marketing program that will appeal to the greatest amount of purchases. This strategy commonly uses mass distribution and advertising to help create an admirable product and
6210-481: Is a way of increasing the number of individuals exposed to the advertising with the cost of campaign. The instrument of diffusion helps to each a wide audience, which causes none or little cost because consumers (viral marketing) or the media (guerrilla PR) pass on the advertising message" ("Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research", 2016). Guerrilla campaigns usually implement
6348-416: Is also a way the business can stand out against its competitors (Kotler, et al., 2013). Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromarketing/ nichemarketing. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after
6486-418: Is also time-consuming, as it often "requires a considerable amount of time to identify a target audience" (Suttle, R. 2016). Also focusing on finding a target market can make one overlook other customers that may be in a product. Businesses or individuals may find that their 'average customer' might not include those that fall just outside of the average customers "demographics" (Suttle, R. 2016), which will limit
6624-463: Is called segmenting customers on the basis of demographics. Defining the target market helps businesses and individuals design a marketing campaign. This in turn helps businesses and individuals avoid waste and get their advertisements to likely customers. While attempting to find the correct target market it is important to focus on specific groups of individuals that will benefit. By marketing to specific groups of individuals that specifically relate to
6762-468: Is crucial in the concept of positioning. Adjusting or decreasing the product price has a profound impact on the sales of the product, and should complement the other parts of the positioning concept. The price needs to ensure survival, increase profit, generate survival, gain market shares, and establish an appropriate image. Promoting a product is essential in the positioning concept. It is the process marketers use to communicate their products' attributes to
6900-484: Is due to advancements in technology and the Internet era developing brand new communication channels such as web advertising, social media and blogs (Bruhn, Schoenmueller, & Schäfer, 2012, p. 770-772 ). Many businesses such as Coca-Cola are engaging with their target audience through these modern media channels, opening up a two-way communication from brand to consumer and consumer to brand. This approach generates
7038-443: Is effective in generating brand awareness, in today's market more and more consumers are online, engaged in more than one media channel at a time. Traditional media cannot target this consumer effectively where an omni-channel marketing approach is needed (Brynjolfsson, 2013). Traditional media is considered expensive for smaller businesses with limited ability to market to the intended target audience; this mass marketing approach serves
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#17327880833607176-435: Is essential to become familiar with your target market; their habits, behaviors, likes, and dislikes. Markets differ in size, assortment, geographic scale, locality, types of communities, and in the different types of merchandise sold. Because of the many variations included in a market it is essential, since you cannot accommodate everyone's preferences, to know exactly who you are marketing to. To better become acquainted with
7314-531: Is far riskier for a larger business to do guerrilla marketing tactics. Which can cause problem when their stunts become a flop when compared to smaller business, as they do not run as much risk, as most people will just write it off as another failed stunt. Many methods in guerrilla marketing consist of "graffiti (or reverse graffiti, where a dirty wall is selectively cleaned), interactive displays, intercept encounters in public spaces, flash mobs, or various PR stunts are often used." Small business use social media as
7452-448: Is generated by occasions relative to business, vacation, or family. Another way marketers can group buyers using behavioral variables is user status and usage rate. They can be segmented into nonusers, former users, potential users, first-time users and regular users of a product, (Kotler et al., 2014). Usage rate is the segmentation into light, medium and heavy product users. According to Kotler, et al., (2014) heavy product users are usually
7590-411: Is imperative to the effectiveness of the Integrated Marketing Communication (IMC) strategy that exposure to certain demographics, consumer groups and target audiences is anticipated to provide clarity, consistency, and maximum communications impact. Print media is mainly defined as newspapers and magazines. With the transition in around 2006 – 2016 to digital information on phones, computers and tablets,
7728-498: Is increasing or decreasing. There are many advantages that are associated with finding a target market. One advantage is the "ability to offer the right product" (Suttle. R. 2016) through knowing the age and needs of the customer willing to purchase the item. Another advantage of target marketing assists businesses in understanding what price the customer will pay for the products or service. Businesses are also more efficient and effective at advertising their product, because they "reach
7866-485: Is intending to aim its marketing campaign at. This helps them to judge on a basic level how to communicate effectively with who they have identified as the target audience. Demographics are key because they provide the foundation of who the business will be targeting (Sherlock, 2014). Demographics is statistical information that does not require in-depth analysis to provide an answer, thus a business would use quantitative methods of data collection. This tiny method will provide
8004-535: Is most important to them. For example, a person may compare brands of cars based on how sporty they think they look, affordability, practicality and classiness. How one person perceives a brand is different from another but is largely left to the advertising campaign to manipulate and create the perception that they want a consumer to envision Positioning is an important marketing concept that businesses implement to market their products or services. The positioning concept focuses on creating an image that will best attract
8142-406: Is not cost effective and involves a lot of research and development, as well as a whole range of promotion that is unique to each specific product. Although this strategy often has more sales than those who use an undifferentiated marketing strategy. When considering this strategy one must consider the increased sales against the increased cost (Kotler, et al., 2013). Concentrated (niche) marketing
8280-403: Is on the rise, allowing the spread of newsworthy guerrilla campaigns. When establishing a guerrilla marketing strategy, there are seven elements to a clear and logical approach. Firstly, write a statement that identifies the purpose of the strategy. Secondly define how the purpose will be achieved concentrating on the key advantages. Next Levinson (1989) suggests writing a descriptive summary on
8418-434: Is possibly one of the most cost effective. The narrow product line, undifferentiated advertising program and absence of segmented market research and planning, all contribute to keeping the costs down. Many do not believe in this strategy, due to the high amount of competition and the difficulty in creating a product that satisfies a majority of consumers (Kotler, et al., 2013). A differentiated (segmented) marketing strategy
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#17327880833608556-514: Is reckoned via effectiveness measures. There are 5 key points that an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points . Integrated marketing communication (IMC) is a conceptual approach used by the majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. Recently there has been
8694-676: Is required to achieve outright success in a campaign. Therefore, ignoring any of the factors can lead to a miscommunication with consumers and ultimately a failure to fully reach the whole target audience effectively. Effective marketing consists of identifying the appropriate target audience, and being able to appoint the correct marketing strategy in order to reach and influence them. Four key targeting strategies largely used within businesses are; undifferentiated (mass) marketing, differentiated (segmented) marketing, concentrated (niche) marketing, and lastly micro (local or individual) marketing (Kotler, et al., 2013). Undifferentiated (mass) marketing
8832-424: Is targeted through particular marketing communication channels such as advertising, which aim to create a positive interaction towards the brand (Tyson, R., 2014). If this is successful, the audience will play a huge role in influencing other potential customers to purchase the product or service. An example of this is when a child, part of a target audience, is positively reached through a communication channel such as
8970-435: Is the ability to reach a huge audience. This type of marketing is commonly known as mass marketing and accounted for 70% of media spending in 2013 (Hoyer, Macinnis, & Pieters, 2013, p. 118-120). These media vehicles are better suited to a brand's attempt to stay relevant or build brand awareness in the mass market it communicates with (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782). Although traditional media
9108-472: Is the first stage in the marketing strategy of a business, and is a process of market segmentation. Market segmentation can be defined as the division of a market into its select groups, based on a variety of factors such as needs, characteristics and behaviours, so that the application of the marketing mix can be appropriate to the individual. Segmentation of the market gives a business the ability to define its target market for its product or service, and apply
9246-426: Is the intended audience or readership of a publication , advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising , the target audience is a particular group of consumer within the predetermined target market , identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on
9384-430: Is the most cost-effective solution when compared to mass media advertising to interact with target consumers on a personal level. IMC also benefits small businesses, as they are able to submerge their consumers with communication of various kinds in a way that pushes them through the research and buying stages creating a relationship and dialogue with their new customer. Popular and obvious examples of IMC put into action are
9522-467: Is the purchase decision process, what influences their purchase decision, what purposes they use the purchased good for, and their responses and attitudes to the product (Cheng et al., 2015). Cheng et al. explains that consumer's behavior is affected by messages sent by the business, which in turn affects their attitudes towards brands and products, and ultimately what products they choose to purchase (Cheng et al., 2015). When determining their target audience,
9660-498: Is the sixth element. Lastly, clearly identify a budget which will be put solely towards marketing going forward. For a successful overall guerrilla marketing campaign, combine the above steps with seven winning actions. These seven principles are commitment – stick to the marketing plan without changing it; investment – appreciate that marketing is an investment, consistency – ensure the marketing message and strategy remains consistent across all forms of, confidence – show confidence in
9798-539: Is the term used for several types of marketing categories including street marketing, ambient marketing, presence marketing, alternative marketing, experimental marketing, grassroots marketing, flyposting, guerrilla projection advertising, undercover marketing and astroturfing . Jay Conrad Levinson coined the term Guerrilla Marketing with his 1984 book of the same name. Through the enhancement of technology and common use of internet and mobile phones, marketing communication has become more affordable and guerrilla marketing
9936-516: Is through direct marketing. This is done by buying consumer database based on the segmentation profiles you have defined. These database usually comes with consumer contacts (e.g. email, mobile no., home no., etc.). Caution is recommended when undertaking direct marketing efforts — check the targeted country's direct marketing laws. Target audiences are formed from different groups, for example: adults, teens, children, mid-teens, preschoolers, men, or women. To market to any given audience effectively, it
10074-408: Is to have all of these aspects of marketing work together as a unified force. This can be done through methods, channels, and activities all while using a media platform. The end goal of IMC is to get the brand's message across to consumers in the most convenient way possible. The advantage of using IMC is that it can communicate the same message through several channels to create brand awareness. IMC
10212-508: Is when a business chooses to target multiple segments of the audience, by creating a different variations of its product for each. An example of this is V energy drinks who offer a large range of products including; V regular, V sugar free, V zero, V double espresso (V-Energy., n.d.). Typically when using this marketing strategy, recognition of the company is widened and repeat purchasing is strengthened, with customers gaining products that are more tailored to their needs. This strategy unfortunately
10350-588: The marketing mix is a significant marketing strategy to pinpoint the target audience and further market appropriately to that audience. The marketing mix involves designing the packaging, pricing of the product, distributing of the product, and promoting or communicating about the product (Galvin, 1998). These processes are known as the 4 Ps. The market strategy and the marketing mix allow room to create value for customers and build profitable customer relationships (Kotler et al., 2014). These customer relationships can create an idea of exactly what target audience applies to
10488-593: The 1st place podium when placed next to competitors, the design looks like the finish flag in racing representing winning. The opportunity for an advertising campaign to succeed is significantly increased with the use of multi sensory touch points used as a point of difference between brands. Guerrilla marketing is an advertising strategy which increases brand exposure through the use of unconventional campaigns which initiate social discussion and "buzz". This can often be achieved with lower budgets than conventional advertising methods, allowing small and medium-sized businesses
10626-425: The 4 Ps: product, price, place, and promotion (Kotler et al., 2014). The use of the marketing mix programme will provide sufficient data and knowledge for appropriate marketing strategies to reach the specific target audience. Target marketing strategy can be segmentation: Market segmentation demonstrates dividing the market into distinct groups that may require different products or services (Kotler et al., 2014). Using
10764-518: The Disney cruise line company has a specific segment of their target market being families with children. Customers may be sorted based on social class, lifestyle, or personality characteristics (Kotler et al., 2014). According to Kotler et al., (2014) people who in the same demographic area can have completely different psychographic characteristics. Marketers generally segment target markets into consumer lifestyles and their social class. Social class has
10902-569: The Pure Michigan brand. Travel Michigan is itself a division of the Michigan Economic Development Corporation , a state-funded economic development corporation founded in 1999 to support the economic development of Michigan. Campaign commercials and radio announcements depict Michigan as adventurous and rustic . In August 2012, Secretary of State Ruth Johnson unveiled new license plates using
11040-475: The Pure Michigan campaign from the 21st Century Jobs Trust Fund. The unprecedented tourism fund amount for the state allowed the Pure Michigan campaign to be broadcast on a national level beginning in March 2009. Annual funding for fiscal 2014 was $ 29 million. Pure Michigan also refers to the brand created by Travel Michigan and embodied by the organization's website. The site was relaunched in March 2008 to support
11178-540: The Pure Michigan logo. These plates were released to the public in April 2013. The logo is also used on retail projects sold in the state. At the end of 2014, legislation signed by Governor Rick Snyder extended the branding to the state's heritage route program, renaming them Pure Michigan Byways . In the late 2010s, following the election of Governor Gretchen Whitmer , the brand was threatened with discontinuation, but has been revived as of 2022 with new commercials and both
11316-410: The brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about
11454-576: The brand's following through social media vehicles, which are increasingly where consumers find brand content and information. By increasing engagement with target audiences, businesses have the opportunity to increase brand equity through both traditional media and social media (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782). Traditional media vehicles such as television, radio and press have been utilised by marketers for many years but have limitations when trying to reach an individual target audience. The advantage traditional media gives businesses
11592-490: The business and consumer which cannot be achieved by traditional media. This communication benefits both the business using social media as a tool and the consumer, as they can build meaningful relationships with the business and other consumers, creating a community around the brand. This community can provide new insights for the business, identifying problems and offering solutions through social interactions (Tsimonis & Dimitriadis, 2014, p. 328-330). When businesses have
11730-452: The business and contribute to a successful communication process from the business to the target audience and then feedback from the target audience to the business. Once the business has gathered data from consumers about their demographic, psychographic, geographic and behavioral situations, they can analyze this and use it to identify a rough target audience. This can be refined by the analysis of competitors' processes and targets, allowing
11868-543: The business to develop long-term relationships with customers (Sherlock, 2014). Not all consumers are the same. Determining the target audience is key to reaching the loyal and high-profit customers, in order to ensure a return on investment (Cahill, 1997, p. 10-11). To effectively determine the brand's target audience, marketing managers should consider the three main general aspects of target audience grouping: demographics, psychographics and consumer lifestyle (Percy, Rossiter, & Elliott, 2001, p. 65). To determine
12006-443: The business to formulate a more segmented target audience. Then the segmented target audience can be refined into a clear objective of which consumers the business is targeting, thus creating the specific target audience for a marketing campaign. A lifestyle is defined as "a person's pattern of behavior" which is closely related to a consumer's personality and values (Hoyer, Macinnis, & Pieters, 2013, p. 401). The lifestyle of
12144-415: The business to get an idea of the type of consumer they will be targeting, and what the best way is to communicate with this type of consumer. This information can be used to allow the business to differentiate slightly from the competition in order to give them a competitive advantage once the marketing campaign begins. Once the target audience has been identified, the business must then create content for
12282-414: The campaign that will resonate and effectively communicate with the consumer (Sherlock, 2014). Tracie Sherlock emphasizes that the level of content with which the business will be reaching the consumer should be of high quality, as 92% of marketers specify that high-level content is valuable for a campaign (Sherlock, 2014). This high level of content will help consumers to connect on a more personal level with
12420-560: The chance to compete against larger competitors. Through unconventional methods, inventiveness and creativity, guerrilla marketing leaves the receiver with a long lasting impression of the brand as most guerrilla marketing campaigns target the receivers at a personal level, taking them by surprise and may incorporate an element of shock. Guerrilla marketing is typically executed exclusively in public places, including streets, parks, shopping centres etc., to ensure maximum audience resulting in further discussion on social media. Guerrilla marketing
12558-433: The commitment to the guerrilla marketing strategy, patience – time and dedication to the strategy, assortment – incorporate different methods of advertising and marketing for optimum results, and subsequent – build customer loyalty and retention though follow up marketing post-sale. Levinson suggests guerrilla marketing tactics were initiated to enable small businesses with limited financial resources to gain an upper hand on
12696-468: The consumer groups they intend to target, by analyzing the more intimate details of the consumer's lifestyle and thinking processes so as to gain an understanding of their preferences. Things like financials, interests, hobbies, and lifestyle will all be filtered by the business to create a target audience that will, in theory, be open to the product and will connect with the business through a marketing campaign aimed at them (Dowhan, 2013). Consumer behavior
12834-411: The consumer include newspapers, magazines, radio, television, billboards, telephone, post, and door to door sales. These are just a few of the historically traditional methods. Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a very large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach
12972-510: The consumer's expectations of the product/s they are willing to purchase from them. Positioning a product reinforces the companies name, product and brand. It also makes the brand popular and strengthens customer loyalty. Product benefits to customers are better advertised through positioning the product, which results in more interest and attention of consumers. This also attracts different types of consumers as products posse's different benefits that attract different groups of consumers, for example:
13110-520: The corporate giants who had unlimited budgets and resources at their disposal. Large companies cottoned on to the success of guerrilla marketing and have had hundreds of effective attention grabbing campaigns using the strategies originally designed for smaller businesses with minimal marketing budgets. Non-traditional, unconventional and shocking campaigns are highly successful in obtaining media coverage and therefore brand awareness, albeit good or bad media attention. However, like most marketing strategies
13248-406: The correct target market(s) and defining a target audience is a crucial step when owning a business. Although the two are very similar, it is essential to understand the differences. A target audience is generally associated with a business's marketing message, which highlights advantages and benefits of a business's product or service. Examples of a target audience are "company employees, society as
13386-516: The cost of reaching its target audience and the time (i.e. advertising during the holiday season tends to be more expensive). In the rapidly changing marketing and advertising environment, exposure to certain consumer groups and target audiences through traditional media channels has blurred. These traditional media channels are defined as print, broadcast, out-of-home and direct mail. The introduction of various new modern-day media channels has altered their traditional advantages and disadvantages. It
13524-407: The desired demands of individual customers. An example of this is Coca-Cola, who enables customers to personalise their Coke cans by being able to print their name or choice of text onto the can packaging (Coca-Cola., n.d.). Despite the extra costs for the business, allowing customer to design and create a product they desire to suit their own needs, can create value and loyalty towards the business. It
13662-406: The direct marketing industry has been the fastest growing sector of marketing communications. There are multiple forms of direct marketing such as direct mail, the telephone, direct-response television, e-mail, the Internet and other tools to connect with specific consumers (Kotler et al., 2014). Evans, O'Malley and Patterson (1995) and Kotler et al. (2014) also consider leaflet drops and samples to be
13800-576: The emergence of online content such as YouTube and Instagram , it would be difficult to anticipate where the market is headed in the next decade. Television's advantages are that it has mass coverage, high reach, quality reputation, low post per exposure and impacts human senses. Disadvantages would be that it has low selectivity, short message life and high production costs. Alternatively, radio offers flexibility, high frequency and low advertising and production costs. Disadvantages to radio are that its audio only, low attention-getting and short message. This
13938-545: The fast food brand. For the positioning concept to be effective one must focus on the concepts of promotion, price, place and product. There are three basic objectives of promotion, which include: presenting product information to targeted business customers and consumers, increase demand among the target market, and differentiating a product and creating a brand identity. Tools that can be used to achieve these objectives are advertising, public relations, personal selling, direct marketing, and sales promotion. Price of an object
14076-410: The information or meaning the source wants to convoy, is put into a form to easily be transmitted to the targeted audience. This also includes the method that communication gets from the source to the receiver. Examples of this is Vodafone advertising on TV, bus stops and university campuses as students may be the intended consumer for the new plan. Decoding is the processes that the viewer interprets
14214-463: The ins and outs of your designated target market legend, a market analysis must be completed. A market analysis is a documented examination of a market that is used to enlighten a business's preparation activities surrounding decisions of inventory, purchase, workforce expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, improvement of daily operations and many other aspects. Marketing organisations undertaking
14352-432: The intended audience. Businesses that implement the positioning concept focus on promotion, price, placement and product. When the positioning concept is effective and productive it elevates the marketing efforts made by a business, and assists the buyer in purchasing the product. The positioning process is imperative in marketing because of the specific level of consumer-based recognition is involved. A company must create
14490-541: The intended target market. In order for products to be successful businesses must focus on the customer needs, competitive pressures, available communication channels and carefully crafted key messages. Product Positioning presents several advantages in the advertising campaign, and to the businesses/ individuals that implement it. Positioning connects with superior aspects of a product and matches "them with consumers more effectively than competitors" (Jaideep, S. 2016). Positioning can also help businesses or individuals realise
14628-415: The likes of direct marketing to the consumer that the organization already has a knowledge that the person is interested in the brand by gathering personal information about them from when they previously shopped there and then sending mail, emails, texts and other direct communication with the person. In-store sales promotions are tactics such as '30% off' sales or offering loyalty cards to consumers to build
14766-430: The main demographic that is still exposed to traditional print media is older. It is also estimated that there will be a reduction of print material in the coming years, as print media moves online. Advertisers need to consider this; in some cases, they could use this to their advantage. The advantages of newspaper advertising are that it is low cost, timely, the reader controls exposure, and it provides moderate coverage to
14904-518: The market into demographic field such as age, life cycle, gender, income, occupation, education, religion, and nationality (Kotler et al., 2014). Some companies offer different products and market strategies to allocate to various age and life cycles, other companies focus on specific age of life cycle groups. Kotler et al., (2014) states an example, Disney cruise lines primarily focus on families with children large or small, and most destinations offer children and parent orientated activities. This shows that
15042-402: The marketing mix to achieve the desired results. A business must identify and understand its target audience if their marketing campaign is to be successful. It allows the business to craft their products or services to the wants and needs of customers, in order to maximise sales and therefore revenue. A successful marketing campaign connects with consumers on a personal dB level, which will help
15180-517: The message market widely rather than deeply with the intended audience (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782 ). To reach today's target audience effectively, traditional media such as television advertisements must be implemented in an integrated marketing communications campaign rather than the sole media vehicle to deliver a brand's message (Hoyer, Macinnis, & Pieters, 2013, p. 3-7) Marketers can use online media to better reach their target audience. Once marketers understand
15318-412: The message that the source sent. Obviously it is up to the source to ensure that the message encoded well enough so that it is received as intended. The receiver is also known as the viewer or potential consumer. This is the person who interprets the source message through channeling whether they are the intended target audience or not. Every day we interpret different advertisements even if we are not
15456-459: The most powerful marketing weapons around, the telephone. Research shows that it will always increases profits and sales. The term "guerrilla first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century it can be translated as battle" (Uk essays, 2016). Even thou guerrilla marketing was aimed for small business; this did not stop bigger business from adopting
15594-509: The needs and wants of the local customer groups, cities, neighborhoods and even specific stores (Kotler, et al., 2013)." This type of marketing does have difficulties especially when it comes to manufacturing and marketing costs, meeting the mixed requirements for each market location and brand image familiarity. New developing technologies and fragmented markets regularly exceed these obstacles (Kotler, et al., 2013). Individual marketing refers to accommodating merchandise and marketing programs, to
15732-428: The needs of different market segments and niches. A good example of this is shown in the real-estate industry whose goal is often to determine what type of house the client is looking for. Micro-marketing includes both local and individual marketing. Often this strategy can be costly, due to the customization and shortage of an economy of scale (Kotler, et al., 2013). Local marketing is "tailoring brands and promotions to
15870-460: The objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix . Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usually include establishing a brand, raising brand awareness, and aggrandizing the rate of conversions/sales. The rate of success or failure in accomplishing these goals
16008-569: The older generations in western society. Disadvantages are the aging demographic, short life, clutter and that it attracts less attention. Magazines are similar in some cases, but as they are a niche product they increase segmentation potential; they also have high information content and longevity. Disadvantages are that they are visual only, they lack flexibility and a long lead time for advertisement placement. Traditional broadcast media's primary platforms are television and radio . These are still relatively prominent in modern-day society, but with
16146-432: The order of operation an advertising campaign pieces together the flow of communication between a given organisation and the consumer. The diagram usually flows left to right (unless shown in a circular array) starting with the source. An advertising campaign uses the communication process diagram to ensure all the appropriate steps of communication are being taken in order. The source is the person or organisation that has
16284-442: The possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, blogs, social media, email, mobile, and search engines as a few examples. It is important for an advertising campaign to carefully select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized. Marketing professionals should also consider
16422-406: The problem they identified. This is based on consumer demographic, psychographic, geographic information and behavior (Sherlock, 2014). Demographic information involves statistical aspects of consumers such as gender, ethnicity, income, qualification and marital status (Sharma 2015). Demographic information is important to the business because it gives a basic background of the customers the business
16560-441: The product, businesses and individuals will more quickly and efficiently find those who will purchase the product. Businesses and individuals that monitor their existing data (customer and sales data) will find it easier to define their target market, and surveying existing customers will assist in finding more customers. Avoiding inefficiencies when finding a target market is equally as important. Wasting time and money advertising to
16698-436: The right consumers with messages that are more applicable" (Suttle. R. 2016). However, there are several disadvantages that can be associated with target marketing. Firstly, finding a target market is expensive. Often businesses conduct primary research to find whom their target market is, which usually involves hiring a research agency, which can cost "tens of thousands of dollars" (Suttle, R. 2016). Finding one's target market
16836-511: The role that marketing strategies play in building a target audience examined. According to, Galvin (1998), marketing is considered to be as simple as selling or promoting a product or service to a client, customer or consumer who is in need of the distinct product. It is also the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual customer and organisations (Galvin, 1998). As well as segmentation,
16974-503: The sale of their products. The last disadvantage to note is the ethical ramifications that are associated with target marketing. An example of this would be a "beer company that may target less educated, poorer people with larger-sized bottles" (Suttle, R. 2016). In advertising various brands compete to the most important brand to the consumer. Everyday consumers view advertising and rank particular brands compared to their competitors. Individuals rank these specific brands in an order of what
17112-571: The same effect now as they did in previous years. Current research shows that no other form of commercial communication shares the same essential elements as the mobile forms, making it unique in its advertising impact. The importance of the IMC is to make the marketing process seamless for both the brand and the consumer. IMC attempts to meld all aspects of marketing into one cohesive piece. This includes sales promotion, advertising, public relations, direct marketing, and social media. The entire point of IMC
17250-399: The same ideology. "Larger business has been using unconventional marketing to complement their advertising campaigns, even then some marketers argue that when bigger business utilize guerrilla marketing tactics, it isn't true guerrilla" ("What Is Guerrilla Marketing?", 2010). The reason being that larger companies have bigger budgets and usually their brands well established. In some cases, it
17388-469: The segmentations needs and reputation that it acquires. Many businesses using this strategy are now turning to the web to set up their shop, not only because it is cost effective but allows them to become more recognisable (Kotler, et al., 2013). A micro-marketing strategy (local or individual) targets very narrowly compared to an undifferentiated marketing strategy. Generally a business using this strategy will adjust its product, and marketing program to fit
17526-411: The segments of their target market they can generate a marketing message suitable for the intended target audience. Communicating to consumers through tools such as web banners, social media and email, allows direct targeting to the consumer. This serves up a custom message to a consumer who is already engaged and interested in the offering. An example of this is remarketing, which allows advertisers to see
17664-412: The size of each purchase" (Staff, 2016). Guerrilla marketing also suggests that rather than investing money, it is better to "invest time, energy, imagination and knowledge" (Staff, 2016) instead. Guerrilla marketing puts profit as their main priority not sales as their main focal point, this is done to urge the growth of geometrically by enlarging the size of each transactions. This all done through one of
17802-411: The specific product, if few or more consumers have similar characteristics and purchase the product regularly for similar behavioral reasons therefore the target audience may fit within that category. Direct marketing is targeting individual consumers to both obtain an immediate response and cultivate lasting consumer relationships, (Kotler et al., 2014). According to Evans, O'Malley and Patterson, (1995)
17940-457: The standard and Mackinac Bridge license plates continue to use the branding a decade after their introduction. Advertising campaign The campaign theme is the central message that will be received in the promotional activities and is the prime focus of the advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with
18078-515: The standard marketing mix included the nutritional needs of growing children, children's knowledge and attitudes regarding nutrition, and other specialized details. This reduced their target market and provided a specific target audience to focus on. Common factors for target audiences may reduce the target market to specifics such as 'men aged 20–30 years old, living in Auckland, New Zealand' rather than 'men aged 20–30 years old'. However, just because
18216-642: The strategy of market segmentation can allow the marketer to have sufficient knowledge of the consumer's characteristics. Knowledge of consumers' demographic, geographic, psychographic and behavioral variables can enable relevant marketing processes to reach the target audience directly. Geographic segmentation is the marketer's appealing to particular geographic areas such as nations, regions, countries, cities or neighborhoods (Kotler et al., 2014). Particular knowledge of geographic preferences allows businesses and organisations to modify or change their product to allocate to their market, (Kotler et al., 2014). This divides
18354-514: The target audience for that advertisement. In between these steps there are external factors acting as distractions, these factors are called noise . Noise distorts the way the message gets to the intended target audience. These distractions are from all other forms of advertising and communication from every other person or organisation. Examples of noise are State of mind, unfamiliar language, unclear message, Values, Attitudes, Perceptions, Culture and Knowledge of similar products or services to name
18492-405: The target audience, the business must first identify what problem their product or service solves, or what need or want it fulfills (Sherlock, 2014). The problem must be one that consumers are aware of and thus will be interested in solving. For example, a problem could be a lack of cheap air-conditioning units on the market. If a business enters the air-conditioning unit market selling their units at
18630-435: The target market or consumers. The fourth element is to establish a statement that itemizes the marketing tools and methods planning to be used in the strategy (for example, radio advertising during 6.30am – 9am on weekday mornings or window displays that are regularly updated). The fifth step is to create a statement which positions the brand/product/company in the market. Define the brands characteristics and give it an identity
18768-431: The target market. A successful appeal to a target audience requires a detailed media plan, which involves many factors in order to achieve an effective campaign. The use of media is what differentiates target markets from target audiences. While target markets are marketed to with business strategies, the use of advertising and other media tools is what makes marketing to target audiences a more effective way of appealing to
18906-406: The whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. For sales teams, one way to reach out to target markets
19044-445: Was Chef Boyardee, who planned a campaign to appeal to teenage boys, the largest consumers of their product. What they hadn't considered however was that the purchasers of their goods may be different from the consumers, which was the case, as mothers were the leading purchasers, even though the boys were consuming the product. Factors like these are considered at a more in-depth level with a detailed media plan, one that cannot be found in
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