Commercials and Target Marketing Effectiveness

Commercials and Target Marketing Effectiveness

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Commercials and Target Marketing Effectiveness

We have seen (and can see) multiple examples of companies that effectively use target marketing: gyms that target overweight people, tourist cruises that target international visitors, and fast food companies that market the same product to a variety of target markets.

PART ONE: Target Audience Examples

Companies that Have it Figured Out (10 points)

For this first part you will search for THREE different television commercials and/or magazine ads. You MUST search for examples of brands/products that have been successful at marketing directly to a SPECIFIC target audience through television and/or magazine ads.

NOTE: You cannot use an example that has been mentioned in lectures or class ppts.

For each of the three commercials/magazine ads state the following:

1. Name of the brand and/or company.
2. Provide a link to the actual ad, and full description of the ad and the product.
3. Why did you select this ad, why did it appeal to you?
4. What is the target audience and why do you think this?
5. There is no single way to segment the market, which of the four major segmentation variables were used in your example.

PART TWO: (10 points)

How does market segmentation differ from market targeting?

How can marketers use behavioral segmentation in consumer markets? And why do marketers believe that behavioral variables are the best starting point for building market segments?

Find FIVE ADS (TV or youtube or magazine), ONE AD for EACH one of the five behavioral segments: occasion segmentation, benefit segmentation, user status, usage rate, and loyalty status. State the brand/product, and how the ad is targeting/using each of the five behavior variables.

USE THIS TABLE to complete your answers

	Behavioral Segment	BRAND	PRODUCT	How is the ad using this behavioral variable?
1	Occasion Segmentation
2	Benefit Segmentation
3	User Status
4	Usage Rate
5	Loyalty Status

Do NOT use an example that is specifically mentioned in the textbook.

Label both parts, and save your answers to PARTS ONE and TWO in one file

Commercials and Target Marketing Effectiveness

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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