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    This document provides an overview of understanding target audiences in advertising. It discusses the advertising communication process and theoretical foundations of audiences. Various types of audience motivations and needs are explored, as well as consumer decision making processes. The benefits of market segmentation are described. Different types of audience segmentation are covered, including geographic, demographic, geo-demographic, behavioral, and psychographic segmentation. Criteria for effective targeting and identifying target audiences are also discussed.

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    Unit-2

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    This document provides an overview of understanding target audiences in advertising. It discusses the advertising communication process and theoretical foundations of audiences. Various types of audience motivations and needs are explored, as well as consumer decision making processes. The benefits of market segmentation are described. Different types of audience segmentation are covered, including geographic, demographic, geo-demographic, behavioral, and psychographic segmentation. Criteria for effective targeting and identifying target audiences are also discussed.

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    18 views26 pages

    Unit 2

    Uploaded by

    Shakti Swarupa Pattnaik
    This document provides an overview of understanding target audiences in advertising. It discusses the advertising communication process and theoretical foundations of audiences. Various types of audience motivations and needs are explored, as well as consumer decision making processes. The benefits of market segmentation are described. Different types of audience segmentation are covered, including geographic, demographic, geo-demographic, behavioral, and psychographic segmentation. Criteria for effective targeting and identifying target audiences are also discussed.

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    © All Rights Reserved
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    of 26

    Overview of Advertising

    UNIT 2 : UNDERSTANDING THE TARGET


    AUDIENCE1
    Structure
    2.0 Introduction
    2.1 Learning Outcomes
    2.2 Receivers as Target Audience
    2.2.1 Advertising Communication Process
    2.2.2 Theoretical Foundations of Audience
    2.3 Audience Motivations
    2.3.1 Types of Motivations
    2.3.2 Needs and Motives
    2.3.3 Rational and Emotional Motives
    2.3.4 Consumer
    Coonsum
    mer Decision Making Process
    2.4 Ma
    Mark
    rket
    e Seg
    et
    Market e meent
    ntat
    ation
    Segmentation
    2.
    .4.1 Ne
    2.4.1 eed
    e fo
    Need or M
    for arrket S
    Market egm
    menttatioon
    Segmentation
    2.4.2 Bene¿ts
    Beene¿ts off Audiences
    Audieencess Segmenting
    Au Seggmeentinng
    2.5
    25
    2. Types
    Ty
    T Audience
    ypes of Au
    A Segmentation
    diencee Seg
    egmentat
    eg a ionn
    2.5.1
    2. Geographic
    Ge Segmentation
    eographic S e me
    egm nt
    ntaationn
    2.5.2
    2. Demographic
    De Segmentation
    emographic Se
    Segm
    gmen
    enta
    tation
    2.5.3
    2. Geo
    Ge -Demographic
    eo -Demog
    ograaph
    og Segmentation
    phicc Seg
    gme
    m nttatio
    on
    2.5.4 Behavioral
    2.5.44 Be Segmentation
    ehaviorall Seg
    gment
    n at
    atio
    ionn
    io
    2.5.5 Psychographic
    2.5..5 Ps Segmentation
    sychographic Segm
    g entation
    2.6
    2. 6 Target
    Target Ma
    Marketingg
    2.6.1 Cr
    Criteria
    i eria ffor
    rit Effective
    or Effe
    fecctiv Targeting
    ivee Targ
    iv Targ
    getin
    ingg
    in
    2.6.2 T
    Target
    Tar
    arget Audience Identi¿cation
    2.6.3
    263 T Target Marketing in the Digital Age
    2.7 Let Us Sum Up
    2.8 Check Your Progress: Possible Answers
    2.9 Further Reading
    2.10 Glossary

    2.0 INTRODUCTION
    Advertisers value exclusive audiences. Stimulation of demand, increase in
    visibility and creation of purchase intent are the key advertising objectives.
    The biggest challenge is, reaching out to the right target audience. An
    advertising campaign is not directed at everyone, it is intended for a group of
    people clubbed together on the basis of certain commonalities that share or
    can potentially share a functional or emotional relationship with the product.

    Unit 2 Writer : Dr. Kulveen Trehan


    42
    This group of people, classi¿ed on the basis of speci¿c characteristics or Understanding the Target
    properties is called, the ‘target audience’ in advertising. Audience

    In order to ¿nd this ‘group of people’, it is important to understand the


    nature of audiences in the process of advertising as communication. In this
    Unit, we shall explore target audience under the umbrella of integrated
    marketing communication.

    2.1 LEARNING OUTCOMES


    After working through this Unit, should be able to:
    Ɣ Understand the nature and characteristics of audiences in advertising
    Ɣ Learn the theories and models of target audience composition and
    identi¿cation
    Ɣ Know about different kinds of consumers
    Ɣ Gain insights into various types of market segmentation
    Ɣ Use various segmentation strategies in campaign planning and
    development

    2.2 RECEIVERS
    RE
    ECEIVERS AS
    AS TARGET
    TARGE
    ET AUDIENCE
    AUD
    DIEN
    NCE
    Iden
    Identi¿cation
    enti¿ccat
    en atio
    i n ooff ta
    io target
    argett auaaudiences
    udienence
    en c s ccreates
    reatees be
    bbetter
    tterr re
    return
    etuurn on ad advertising
    dvertissing
    investment
    innvesttment nt ass it rreduces
    educes w wasteful
    a teefu
    as f l eexpenditure
    xpenndit
    itture on cre creative
    reativ iv
    ve aand nd me media
    edia
    mixes.
    mixex s. A
    xe Advertising
    dver
    e tisingg lleakages
    er eakages i. ii.e.
    e adv
    e. advertising
    d ertisin
    dv ng mmessage
    essage goigoing
    oiing to un uunintended
    inttendded
    audiences
    aud diencees cacan
    an be hharmful.
    armf
    m ul
    mf u . It ccan an ttrigger
    riggerr a negative af
    ri affect
    ffe
    fect amongst
    ctt am monggst the
    intended
    inntended aaudiences
    udiences ((Dahlen
    D hllen & S
    Da Shojin, 2013).
    h jiin, 201
    ho 13)
    3 . Knowing th the
    he target aaudience
    udience
    before
    beefore the conconceptualisation
    once
    on cept
    ptualiisas tion
    on of a ca campaign
    ampaiign makess the ccreative r attiv
    re ivee teama use se
    the
    th relevant
    he relevavantt m
    va message
    essage th theme
    hemee (in ter terms
    rms idea/story
    m off thee idea/s ory oorr th
    / to situation),
    thee situatio
    i on)
    n),
    ),
    advertising
    advevertissing apappeals
    ppeals (b (based
    bas
    a ed d onn au audience
    udi motivations)
    diencee mot o ivationss) cr creative
    creaeatitive
    tive elelements
    le ent
    leme ntss
    ((headlines,
    (heaadl
    d in
    nes, cocopy,
    opy visuals
    p , viisu
    suals in n print
    riint aads
    pri d andd spoken
    ds o en copy,
    spok y music,
    musicc, VO, VO scenes,
    scennes,
    SFX,
    SFFX, VFX,
    VFX X, jingles andd cameramera shots
    c me
    ca sho
    hots
    ho t in audio
    a dioo –visual ads).
    au ads)).
    Deep
    De ep iinsights
    nsight
    htss in
    ht to ttarget
    into arrge audiences
    gett audiene ce
    ences also n makingg eeffective
    s help in
    so ffeectiv media
    ivee me
    iv meddiaa pplans.
    lan
    ans.
    ans.
    Who
    W
    Wh o is tthe
    he audience de
    he de¿nes
    de¿n¿neses the m
    media
    edia vehicle
    veh where
    hicle wh
    herer thehe aadvertisement
    dveerttisseme
    dv mennt
    me nt
    should
    sh
    hou
    o ld be plpplaced.
    e . Itt aalso
    acced lsoo helps in arriving at iinnovative
    ls nnovativ
    ivee m
    iv media
    edi
    dia ch
    di choices
    choi
    oiices an
    and
    scheduling
    scheduduli
    ling
    ng strategies forr bran brands.
    br
    ran
    a ds
    d . No wonder, market strategy that deals with
    understanding
    understandin i g target markets and classi¿cation of target audiences comes
    prior to message and media strategy in an ad plan. Many a times an audience
    study leads to ¿nding a new target segment to advertise to. It reminds us of
    the famous quote by Leo Burnett “advertising is selling cornÀakes to the
    people who are eating cheerios”.
    2.2.1 Advertising Communication Process
    Advertising as communication has often been studied from information
    processing view i.e. how audiences process information encoded in an
    advertising message. Various information processing models have described
    the communication between the advertisers and audiences through mass
    media. Earliest being the St Elmo’s AIDA model. American advertising and
    sales pioneer Elias St. Elmo Lewis coined the phrase AIDA in1899.

    43
    Overview of Advertising

    Fig 1: The AIDA Model


    Lewis talked about “catching the eye of the reader to inform him, to make
    a customer of him.” The model explains how the audience or recipient of
    advertising processes information and responds to the advertising product in
    his/her decision making process. To begin with,the advertisement is created
    with the intention to gain attention of the audience. After catching the eye,
    the advertisement through mascots, celebrities, stories aims to pique the
    interest of the audiences so that bene¿ts, attributes of the product can be
    conveyed to build desire for the product in the advertised mind which will
    prompt an action, immediate or delayed towards purchase or consumption
    of the product
    Receivers
    Situating Recei erss in Advertising Communication Process:
    eiv
    Advertising suf¿ suf¿ces
    f¿cess to iinform,
    f¿ n orm,, ppersuade
    nf ersuade and remind people about a good or
    a service.
    servicce. Th Through
    hrouugh aadvertising,
    dveertisi sing, a sp
    si ssponsor manufacturer/producer)
    onnsorr (aa manuf fac
    a ture reer/
    r/produccere ) aaims
    imss
    t comm
    to communicate
    municcatee withh grgroups
    rouups ooff au audiences
    udid en regarding
    ncess reg gard din
    i g thtthee na
    nature,
    atu attributes,
    t re, attrrib
    i utes,,
    usse andd ef¿c
    use ef¿cacy
    caccy of a pproduct.
    rodductt. Wh When
    hen it eentails communicating
    ntaiils co omm mun unicaating w with
    ith large
    h laargee
    number
    num mberr of au audiences,
    udien mass
    e cess, m asss memediad a sserves
    edi ervees aass th
    the channels
    he chann nelss of co ccommunication
    mmmunnic i attionn
    wwhereas
    herreae s for a ni ggroup
    niche gr ouup orr set ooff aud audiences,
    dien interactive
    ncess, inte eracctive m media
    edia aacts
    c s ass tthe
    ct h
    he
    conduit.
    co ondui Therefore
    u t. The
    ui erefo
    fore advertisi
    fo advertising siing iiss bo
    both m mass
    ass communication and interactive
    communication
    com mmun unicattio
    i n depending up upon the hee nature and extent of audience reach.
    Advertisers
    Ad channels
    dverttisers usee channe nels
    ne ls ooff mamass ss ccommunication
    o mu
    om muninica
    ni cati
    ca tion
    tion too di diffuse
    diffffus
    usee de
    us deliberately
    delibe era
    rate
    tely
    te ly
    constructed
    co onstrruc u ted memessages
    essages inn order
    orrdederr to persuade
    per
    ersu
    s adde thethe audiences
    audi
    au dieencees and
    di and gain
    ga AIDA AID
    IDA A
    from
    fr rom m them.
    them. In a global world,
    world d, advertising
    ad
    dve
    vertrtis
    rt i g shifts
    isin
    is i tss from
    shif fro
    rom m clusters
    clus
    cl ters of consumers
    ustter
    us cons
    co nsum
    ns umer
    um ers
    er
    ttoo integrated
    int
    n eg
    nt e rate stakeholders
    ted staka eholders and the audience becomes co-creator of content
    participating
    pa arttic
    i ipat actively
    atiing ac
    at ctively inn thtthee pr
    pprocess
    ocesss off ccommunication.
    oc ommu
    om muni
    mu nica
    ni cati
    ca tion
    tion. Be
    on Beyond
    Beyo y nd tthe
    yo h pprocess,
    he roce
    ro cess
    ce ss,,
    ss
    itt iiss a unique
    unique formo m of communication
    for commu muni catiionn bboth
    niica othh crea
    ot ccreative
    rea
    eati ve aand
    tive
    ti nd ccommercial
    omme
    om merc
    me based
    r iaal ba
    rc aseed
    on tthe h maxim ooff freedo
    he freedom
    om of m marketplace.
    arke
    ark tpla
    tplaacee.
    Advertising
    Advertising ass Persuasive Communication:
    As opposed to all communication is persuasive,
    persuasive G.R.
    G R Miller recognized
    speci¿c communicative acts that lead to a pre determined element
    in persuasion. Advertising falls under the de¿nition of persuasive
    communication as the ad messages intend to shape, reinforce or change the
    responses of others (Stiff & Mongeau, 2016).
    Advertising as persuasive communication underlines the deliberate intention
    behind creation of message. Vance Packard (1957) calls advertising a
    hidden persuader stressing upon the persuasive nature of the creative
    communication in both explicit and implicit ways.
    Advertising as Social Communication:
    Advertising is social communication as it recognises the interplay between
    society, audiences and ad messages. Advertising mirrors a society when it
    employs symbols, words and visuals to portray prevailing societal values
    and norms. The audiences are not an aggregate of individual consumers
    without any social context but are in fact immersed in their social setting
    44
    w.r.t. site, class and identity. Understanding the Target
    Audience
    'H¿QLQJ$Xdiences
    Rossiter & Percy (1985) in their advertising communication models say
    “a target audience consists of people who will be most responsive to
    advertising”. As mediated communication evolves audiences too need to
    re-de¿ned. Existing paradigms in mass media contend that audiences are
    receivers towards whom the message is directed. However, the economics
    of media industry presents to us many ways of describing the audience
    i.e. Audience as a Product and Audience as a Consumer. In a business
    organisation when a manufacturer produces a good or a service (product)
    for consumers who are likely to buy it,the audience means consumer who
    is a potential buyer. So in this case audience is the consumer. Now consider
    the case of a TV channel, here the TV channel produces the audiences by
    using its programmes for the advertisers. The advertisers buy the audiences
    of the TV channel and the channel gets the revenue. The TV channel
    must satisfy its consumers i.e. the advertisers
    advertiserrs in this case. Now consider
    an OTT platform (NetÀix, Amazon prime et etc.).
    tc. produces
    c ). It prroduces or distributes
    programming for the subscribers. The subsc subscribers
    cri rs aare
    r bers r thee aaudience
    re udieenc
    ud nce wh
    whoo
    these
    watch thhes programmes
    esee prog
    o ramm
    mmese aand
    es nd the OTT generates
    T gen
    ner
    e at revenue.
    ates reevennue..
    Previously
    Prev
    ev
    vio
    iouslyly tthe concept
    he con
    he c pt ooff mass
    nce maas audi audience was
    iencee wa
    w relevant.
    as reelevvant Schramm
    nt. Scchrammm in his
    model of
    mo o m mass
    ass communication
    com mmunicat atio
    at ((ass quoted
    i n (a d by
    quuoted y Baran,2010)
    Barran,,20010) refers
    referrs too mass
    mass
    aaudience
    udiien
    e cee as a compcomposite
    posite of m many
    an ny rreceivers
    eceiv involved
    verss invvolveed iin the
    n th pprocess
    he pr occesss off
    decoding,
    dec
    codingg, in interpreting
    nterrpretitingg aand encoding.
    nd enc codin ng. ThThe
    he iindividual
    ndivid
    idua
    ual rereceiver
    rece
    ceiv er is ffurther
    iver
    iv urtthe
    herr
    connected
    onnecteed to a bbunch
    co unch where
    ch whehere
    r the m message
    esssa being
    sage iss be decoded
    eing decode acted
    ed andd acteed upon.
    But
    ut in the convergent
    Bu con
    onnve
    verg era as tthe
    rgeent er he ddistinctions
    istinc between
    nctionns beetween media er erode
    d tthe
    ode he nature
    and
    an characteristics
    nd char r stics of aaudience
    arracteeri udieence is i bbeing
    eing rreconsidered.
    ei econ
    o sidered.d MMass audience
    ass au dience hhas
    audi
    di ass
    now made
    w ma ade way ay for audaudience fragmentation.
    diencee fragagmeentatio on.
    2.2.2
    2 2.22 Theoretical
    2. Theo
    Th Foundations
    e retiical Found
    ndat ions ooff A
    datio
    io Audiences
    udi
    d encees in Advertising
    Thee bedrock
    Th b droc
    be ockk of aaudience
    udie
    ud ienc
    ncee desc
    nc descriptions
    scri
    sc riiptions communication
    nss is the commun
    unicat
    atio
    at theory
    on th
    the
    eory when
    ry w henn
    he
    applied
    appllie o advertising ppractice.
    iedd to ract
    ra ctic
    icee.
    ic
    • Stern’s Multidimensional
    Mult
    ltid
    idimension
    id onaal Model of Advertising:
    on A vertising:
    Ad
    Barbara StStern
    tern (2013)
    (201
    (2 013) in her model of advertising describes how
    advertisers, agencies and audiences communicate in an interactive process.
    It is a postmodern theory to create a model of commercial text based
    communication. Stern identi¿es three dimensions of three key elements
    S-M-R in the advertising communication process.
    The sender is of three types:
    a) The Sponsor: It is the identi¿ed sponsor or the advertiser that intends
    to initiate the process of communication with the receivers through
    its ads. It is the one that decides to reach out to the audience with ads,
    pays for the advertising and is responsible for the legal and ethical
    conduct of the ad.
    b) The Author: Authors are the ad makers or the message creators.
    It is the creative and the media team in the advertising agency that
    visualises and creates and places the advertisements. The agencies on
    being hired by the sponsor assign authorship of a brand to a team of
    copywriters, artists, production and media planners. Collectively, they
    45
    Overview of Advertising are the authors.
    c) The Personna: It is the face of the advertisement. It is the entity
    created by the author to diffuse the message; the protagonist,( a model,
    an actor or any famous person) who presents the ad message to the
    audience.
    Message too is multidimensional
    a) Autobiography: When the advertisement is presenting the story of
    an individual or a group in a ¿rst person format. When the persona on
    screen is telling its own story to the audiences.
    b) Narrative: When the persona is presenting the view of others in the
    message. It is telling the story of other people in third person format
    to the audiences.
    c) Drama: Here the actors in front of the audience play out their parts,
    characters to tell the brand storyy directly
    y to the audience. The audiences
    are vicarious
    vicariiou participants
    o s pa
    part
    rtic
    i ipants in the message sans any narration.
    Three types of receivers:
    r ceiv
    re iver
    erss: This model considers the active role of audiences
    making
    in makin meanings
    ng m ean from
    nings fro
    om ththe messages.
    he ad messaagess.
    a
    a) Implied
    Im Receivers:
    mpliedd Re
    R verss: iiss th
    ceiv the imagined
    he ima audience
    aginned aud that
    diencce th
    hat is ideally
    i iddeally receptive
    y rec
    cep
    e tivee
    to message.
    o the m esssagee.
    b
    b) Sp
    ponsoorial
    a Re
    Sponsorial eceivvers:: Ar
    Receivers: A
    Aree th
    the spponnsorrs’ pe
    sponsors’ ersonnnell th
    personnel tthat
    at app
    pppro
    rove tthe
    approve h
    he
    ad mes
    messages.
    ssage
    g s. They aare
    re ¿rst
    ¿ st in
    ¿r in li
    line receivers of the communication
    created
    cr d fo
    or the brands
    for ds.
    brands.
    c) Ac
    A tuall Rec
    Actual e eivers
    Receivers:rs:: iiss th
    rs the ta
    targ
    rget
    rg et ssegment
    target egme
    ment
    me nt iidenti¿ed
    dent
    de nti¿
    nt i¿
    ¿ed ffor
    or a particular
    par
    artticula
    larr ad
    la
    message.
    m ssag
    me a e. It is obt
    ag obtained
    taineed ththrough
    thro
    roug
    ro ughh a sy
    ug systematic
    syst
    stem
    st em
    mat
    aticic pprocess
    roce
    cess
    ce ss ooff cconsumer
    onssum
    umeer
    research.
    researa ch. It is this aaudience
    ar uddienc
    ie ce whwhich
    whicichh iss aimed
    ic ed aatt vi
    via message
    ia m ess
    ssage an
    ss media
    andd me
    medidiaa
    di
    strategy. Also,
    straategy. Al
    A so, the effectiveness of advertisingg is measured ed in terms of
    the
    th receivers’
    he actuall receive ers’ re responses.
    resp
    ponnses.
    • Elaborate
    Elaboratte Likely Hood
    ly Hood
    oo Model
    d Mo
    M ode
    del (E
    de (ELM)
    ELM
    LM)
    As an advertising
    i g scholar, it is important to understand the various ways
    advertisin
    in which audiences process ad messages
    messages. The involvement of the target
    audiences decides the type of message appeals. In the Elaborate Likely Hood
    Model (ELM) was propounded by Richard. E. Petty and John. T Cacioppo
    in 1986 (quoted by Durmaz, Suher & Bir, 2016). According to this model,
    there are two routes (ways) through which audience process communication
    in advertising: the central route of persuasion (CRP) and the peripheral route
    of persuasion (PRP) .If a product or the brand complements the audience
    motivation it will lead to high involvement of the audience thereby leading
    to central route of persuasion. In the central route of persuasion the audience
    seeks information from the ads, there is a likely hood of more elaboration
    needed from advertising content. This calls for use of rational appeals in
    advertising.
    If the product or the brand does not complement or converge with the
    motivation, it leads to low involvement. Therefore the ad message is
    processed through peripheral route of perception i.e. rather than seeking
    46
    information and elaboration, the emotional mind is persuaded to. The ad Understanding the Target
    messages use emotional appeals to create a favourable attitude towards to Audience
    the ad to create positive perception for the brand that results in purchase
    intention. The model proposes an elaboration continuum based on factors
    like audience motivation, ability to process, involvement and issue relevancy
    (Durmaz, Suher & Bir,2016).
    Check Your Progress: 1
    Note: 1) Use the space below for you answers.
    2) Compare your answers with those given at the end of this unit.
    1. What is the AIDA model"
    ..............................................................................................................
    ..............................................................................................................
    ..............................................................................................................
    2. Target Audiences’
    De¿ne ‘Target Audiences in the advertising communication process.
    ................................................................................................................
    ..............................................................................................................
    ................................................................ ...............................................
    ..............................................................................................................
    ......
    ......................................................................................................................
    ..............................................................................................................

    2.33 AU
    AUDIENCE
    UDIENCE MOTIVATIONS
    MOTIIVATIO
    ONS
    S
    The
    T he uuses
    sess andd grati¿cation theor theory
    ory th
    or throws
    hrow ws lig
    light
    ightt on th
    the
    he aaudience
    udiien
    ence m motivations.
    o ivaatio
    ot ons.
    In the
    the UGUG construct
    c nsstrucct au
    co audiences
    audid ences are ac media
    active med consumers
    e ia consume m rs who
    me ho ar are
    re wwell
    ell
    ll
    aware
    ware off ttheir
    aw heir nneeds
    eedsdss aand
    nd m motivations.
    otivatationss. They y uuse consume
    se or consum
    um satisfy
    me to satis sfy
    f their
    needs
    ne
    eeds or to ac achieve
    achi
    hiev pre
    evee pr determined
    re detet rmin
    te ned ggoals.
    oals. It directs their ch choice
    hoiice of media
    content,
    co n ent,, cchannel
    ont n el and fformat.
    haann ormaat. InIndividual
    ndivididual aaudience
    id udi members
    d ence mem bers hhave
    e be
    em ave va
    av vvarious
    riiou
    ouss
    media
    me d a aand
    edi nd nonon
    on media ssources
    ourcces ttoo ggratify
    ratify ttheir
    ra i needs aand
    heir ndd mmedia
    ediaa ccompetes
    ed ompeete
    om tess
    with
    w
    wi th other
    h oth her
    e sousources.
    o rcess. H
    ou Hedges
    edgges aapplied
    ppli ied it tto
    lied o aadvertisingngg eemphasising
    dvertising m ha
    mp hasi
    sisi
    si sing
    si ng uupon
    p n
    po
    the
    th need
    he ne e tto
    eed o explore wh what a cconsumers
    hat mers ddo
    onsuume o withh advertisingg more than what
    advertising
    adve
    ad veert
    r isinng do es tto
    does them.
    o th
    themem. Ea
    em Each consumer
    ach consu s mer ex
    su expects advertising
    xpects ad
    adve ng too pprovide
    erttissin ro
    ovidede
    aesthetic,
    aestthe
    hetitic,
    c, intellectual and em emotional
    mototionaal rewards ((lannon,1992)
    lannonn,11992
    92) .
    2.3.1
    22. 3 1 Typess of M
    3. Motivations
    ottiv
    vattions
    According to Crossier
    Cro
    ross ierr (1983),
    ssie (1 audiences consume advertising for seven
    kinds of motives:
    a) Product Information
    b) Entertainment
    c) Value addition
    d) Implied warranty
    e) Post-purchase reassurance
    f) Vicarious experience: Living life which otherwise you do not have
    access to
    g) Involvement: pleasure derived from participating in the creative
    executions like jokes, parody, Q&A, spoofs in advertisements O,
    Donohoe (1994) identi¿ed the following audience motivations in
    advertising:
    a) Information: Audience seek ads to know about the product, its features,
    47
    Overview of Advertising composition, price, look and shape and availability. Advertisements are
    actively sought to know about new products in the market.
    b) Choice, Competition and Convenience: Audiences are forever trying
    to know the better good or service by comparing the existing brands.
    They consume ad messages because it enables them to compare the
    products without actually going to the store. Hence advertising helps
    them make choices conveniently.
    c) Quality assurance and reassurance: The audience feels that an
    advertised product is far more credible than a non advertised one.
    So, seeing an advertisement makes them assured of a certain sense
    of quality and value. Audience tends to feel that brand that no longer
    advertises is on a decline in its life cycle.
    d) Consumption Stimulation: When the audience motivation is to
    consume, spend, buy advertising feeds onto that. Not only consumption
    of goods, audience’s motive can be to buy a media vehicle that carries
    ads. In a study
    st y of S. Donohoe on Advertising Uses and Grati¿cations
    (1994), a fem
    female
    male worker said she likes buying Vogue magazine to
    look at ad
    adverts
    dve es aand
    v rtts of clothes nd jjewellery.
    ewelle
    ew lery
    ry
    y.
    e) Added
    Added d Value:
    Vaalue: Young
    Yoounng consumers
    co
    ons merss usee add messages
    nsum
    um mes ges too form
    essage for pperceptions
    orrm pe rccep
    e tiionss
    about
    ab sself
    bout se society.
    lff and soc Their iimage
    cietty. Th magge ooff ac
    accepted
    ccepte body
    t d bo d ttype,
    ody ype, cchick,
    hickk, hhip,
    ip,,
    modern,
    modern pprogressive
    rn, pr c are bbuilt
    ogrressiivee etc.
    c. through
    uillt th the
    he ads tthey
    hrouugh th consume.
    heyy cons
    nssumme.
    e
    Besides product
    Besiddes prod related
    ductt rela motives,
    ated moti
    tive
    ti there
    v s, the some
    me non
    here are som noon marketing
    mark
    rk
    ket motives
    e ing mo
    m t vees in
    ti
    ad consumption:
    d connsu
    sumpttionn:
    a) serves
    ves the goal off structuring
    It serv stru
    st ruct u ing time: Audiences may feel tired
    ctur
    ur
    watching
    hing a ¿lm
    w tchi
    wa m oorr a spor
    sporting
    orti
    or ting
    ti competition
    ng com mpe
    peti
    titi
    titiion oorr re
    reality
    real
    alitty sh
    al show
    ow onn TV
    TV..
    Advertising
    A veertisin
    Ad a ess sstructure
    ing messag
    in messages
    ag truc
    tructu
    uc ture
    tu time
    me as yyou
    re tim ou gget
    et a bbreak
    et ak tto
    reak
    re o do oother
    theer
    th
    chores.
    chorees.
    b)) Diversion:
    Dive
    v rsion
    ve n: Boredom mayy creepp in w when
    heen yoyyou reading
    u are read
    a ingg a longg articlee
    in
    n a magazine.
    mag
    gazine. PPresence
    nc of tthe
    reseence hee aadvertisement
    dver
    dv erti
    er tisem
    ti ment bbreaks
    reak
    re akss th
    ak monotony
    thee mo
    m noto
    tonny
    to
    of text an
    and enhances
    nd enha ncess tthe
    anc he llooking
    ookking
    oo kingg vvalue
    aluue ooff th
    al page.
    thee pa
    age Audiences
    ge.. Au
    Audidien
    di nceces sseek
    eeek
    aesthetics design
    css in desi
    sign
    si gn aand layout
    ndd lay
    ayou
    ay while
    outt wh
    ou hil
    ile coconsuming
    cons
    nsum
    ns umin
    um ing ed
    in editorial
    edit
    itor
    itoria
    or iall co
    ia content.
    cont ten
    ent.
    advertisement gratify the need for beauti¿cation and attraction
    c)) Entertainment:
    E i Need
    N d to amuse oneselflf iis profuse.
    f Advertisement
    Ad i are
    created with an added purpose to entertain.
    2.3.2 Needs and Motives
    /ongman 'ictionary of Contemporary (nglish de¿nes motive as a reason to
    do something. In psychology, motive is the physical or psychological state
    of arousal that guides our behavior. In advertising, motive is the underlying
    purpose that stimulates the audience to consume the ad and the brand.
    Kotler. et.al (2011) de¿ne motive as a drive or a need that seeks urgent or
    immediate grati¿cation at a later stage. Needs are instinctive forces that
    motivate the audience to act, whereas wants are the needs we acquire during
    the course of our lives. So we note that motives are derivatives of needs and
    wants.
    Consumer psychology relies extensively on Maslow’s hierarchy of needs
    and Sigmund Freud’s school of psychoanalysis.

    48
    Abraham Maslow’s hierarchy of needs serves as the template to categorise Understanding the Target
    the motives as codi¿ed human needs. Physiological needs like hunger, Audience
    sleep, thirst, sex are the most urgent ones that require most attention. Once
    these are satis¿ed, audience motivations will change to the next level in the
    hierarchy. Next level of needs are for safety like protection, health, security,
    comfort etc. After ensuring them, the individual is motivated by love needs
    (social needs) like love, belongingness, social identity, af¿liation, association
    etc. Upon satisfaction of these, next important need is esteem needs i.e.
    need for rewards, recognition, accolades, self esteem, status etc. As these
    motivations are met, the highest form of needs take priority. At the top are
    the self actualisation needs meaning for self discovery, self development,
    engagement with self and realisation. It takes considerable time to seek and
    satisfy the actualisation needs making it a rare motivation.

    Figg 2 Ma
    Maslow’s
    aslow’s Hierarchy
    Hiera
    archy
    hy of N
    Needs-
    eedds- Source:
    Soource: Mcleod,
    Mcleod
    Mc od, S.
    od S. (2018).
    (20
    2018
    20 1 ).
    Maslow’s
    Masl
    slow
    sl w’s Hierarchy
    i rarchhy off Needs
    Hie
    Source : hhttps://www.simplypsychology.org/maslow.html
    ttps
    ttps:/
    ://w
    /w
    www.ssim
    implypsy
    s chologgy.org/ma
    sy maasl
    s ow
    w.h
    .htm
    ml

    2.3.3
    2.3.
    3 3 Ra
    Rational
    R tionall and
    nd Emotional
    Emotion
    onal
    on al Motives
    Mottiv
    i es
    With
    Wit respe
    respect
    pect
    ect tto
    o th
    thee bu
    buying
    uyi
    y ng int
    intent
    nteent and beha
    nt behavior,
    avior, th
    there
    her
    eree ar
    aree tw
    two
    wo ty
    type
    types
    p s ooff
    motives
    motive
    vess in advertising: Ra
    R
    Rational
    tioonal and Emotional Motives.
    ti
    1. Rational Motives: Rational
    i l motivesi are iintentions
    i to act ddriven
    i bby
    logical or objective thinking. It involves cognitive processing of the
    brain to arrive at motives strictly based on rationale and tangible
    bene¿ts. Rational motives are outcomes of physiological needs and
    safety needs. They can be divided into the following sub categories :
    a) Safety: Protection against harm is a rational motive. Paying
    attention to an advertisement of a lock, a bank locker, a home
    safe or a health insurance is an example of safety needs.
    Security as a rational motive can be met by seeing/reading ads
    on insurance and investments like health insurance, mutual
    funds, real estate etc.
    b) Economy: Saving is a form of investment in human psyche.
    Hence saving on cost of consumption is strong rational motive.
    Getting a price bene¿t is one of the most profound motives.
    Seeking ads with sales promotion offers and bargains are also
    49
    Overview of Advertising frequently acted upon.
    c) Comparative Price Advantage: Another rational motive is the
    price bene¿t in comparison to rival brands in the same product
    category or genre. Product comparison on price is a sought after
    motive.
    d) Suitability: Finding a perfect ¿t in your existing scheme of
    things is a strong rational motive. Small houses drove the
    average metropolitan households in Bombay to seek modular
    kitchens that are compact and suited. Small four chair dining
    sets too were motivated by limitations of space.
    e) Durability: It is objective to think that products should last
    a long time. Need for longevity of the product converts into
    durability as a rational motive. Household items like sleeping
    mattress that last for 25 years tend to serve the motive.
    Emotional Motives: Are drives or needs that are driven by psychological
    need for emotional
    onal ggrati¿cation.
    emotion
    on ratii¿cation. Emotions are feelings that characterise our
    state of being aand
    n exp
    nd expression.
    xpre When
    ression. W henn th feelings
    these fe
    feelinings
    g become th
    gs ppurpose
    thee pu rpose fo
    for
    consuming
    consumming bbrand
    ran communication
    nd or com mmu unicati around
    t onn aroun it,
    nd itt, we
    we say audiences
    y aud guided
    uddiences aree gui
    idedd
    by emotional
    b emot tional motives.
    al m otivees.
    a) Fear:
    ear: Fear
    Fe a off losingng a person/oneself
    lossing persson/ooneeselff or a possession
    poosssessiion iss a strong
    strrongg
    emotional
    em
    motio motive
    onall mo that
    otivee tha seeks
    haat seek
    ek
    ks reredressal, solutions
    edreessaal, so combat.
    olutionss or comb bat
    at. FeFear
    of bad
    d debt,
    e t, hhealth,
    deb lth, pproperty
    ealt rope
    ro p rt makes
    rtyy maakes th target
    the targ ett segmentt emotionally l
    aroused
    arouseed thereby
    ar th
    h seeking
    seek ingg remedy
    kin dy in ads and brands.
    b) Humour:
    H mo
    Hu our:: A desired
    desi
    sire
    si redd st
    re statee of m mindi d is iinduced
    in nduc
    nd uced
    uc ed tthrough
    hrou
    hr ough
    ou ghh tthe
    he ffeeling
    eeliing ooff
    laughter.
    laught
    la hter. That is whwhy
    w audience
    y au
    audid en
    ence seek
    ce see humour
    ek hu
    humo
    mour
    mo ur ooff va
    various
    ari
    riou
    ouss ki
    ou kinds fr from
    om
    ads. Funny
    ads. F unny elicit
    n ads eli icit vvery
    ci ve ryy hhigh rrecall
    ighh re
    ig across
    caall acros pproduct
    osss pr
    os oduc
    od uctt ca
    uc categories.
    catego ori
    ries
    es..
    es
    c)) Prestige:
    e tige: A desire to bbee recogn
    Pres
    es recognised
    g ised as a resp respected
    peccted or a valuable
    member
    member iin ssociety
    n the soociet induced
    etyy iss ind
    et nduc
    nd uced
    uc through
    ed thrhrou
    hr ough
    ou gh rreinforcement
    einf
    einfforrce
    ceme
    ment
    me status.
    nt off st
    tat
    a us.
    That why
    That is wh
    w premium
    y prem
    mium br brands
    ran
    andsd uuse
    see sstatus,
    tus, pposition
    tatu
    tatu osit
    os on in tthe
    itio
    itio he ssociety
    o ie
    oc y ass aan
    iety n
    appeal.
    d) Love: seeking love in various forms is perhaps the biggest motive.
    Love in various forms like romantic love, siblings love, ¿lial love,
    love between parents and children and love variants like friendship
    and kinship form the most popular advertising appeals to care to the
    motive of love.
    e) Vanity and Pride: Vanity is self conceit, the desire to show off
    one’s possessions and belongings whereas pride is a sense of esteem
    emerging out of one’s material achievements. Both are emotional
    motives that guide advertising messages to cater to their ful¿llment.
    2.3.4 The Consumer Decision Making Process
    Consumer decision making is about external inÀuences, the process and
    the post decision behavior. The external inÀuences come from ¿rstly the
    advertising and marketing efforts and secondly socio-cultural aspects like
    family, reference groups, non commercial sources, social class, culture and
    sub culture. The decision making process is a step by step progression from
    50
    Need Recognition (dependent upon the psychological ¿eld that includes Understanding the Target
    motivation, perception, learning, personality and attitudes) to Information Audience
    search (before buying) leading to evaluation of the alternatives ending
    into experience. Consumer behavior ¿nally includes buying the product
    and evaluating it post purchase.
    FCB Grid was created by Richard Vaughn of the FCB (Foote, Cone and
    Belding) advertising agency in USA. It was shown ¿rst at the seminar of
    FCB research managers in London in 1979. Vaughn later published his
    article on FCB grid in Journal of Advertising in 1988. He proposes 4 primary
    advertising strategies to reach out to target audience based on consumer
    psychology, behavior and decision making process (Fig 3).
    1. To be informative: caters to rational audience motivations driven by
    logic and variables of price, utility and supply.
    2. To be affective: caters to the emotional audience motivations driven
    byy emotions.
    3. To be habit forming: caters to the cconditioned
    onddit
    itio
    ioned behavior of the
    consumer in which buying is stimulated ed through
    d thr
    rou
    ouggh repetitive response
    to aan message
    n ad m essa
    s gee w
    sa which become
    hich has bec hhabit
    come a ha bit nnow.
    oww.
    4. To
    To bee self
    sel satisfactory:
    sat
    atis
    issfa c oryy: caters tto
    fact need
    eed ffor
    o ne or ppersonal
    ersonaal ch taste
    choicee andd ta
    aste
    along
    alon
    al with
    ongg w peer
    ith pe approval.
    eer appr rov
    oval.
    The
    The FCFCB
    F B gridid ddistinguishes between
    istingguishes bet
    ettwe low
    w en lo involvement
    nvollvemeent aand
    ow inv ndd hhigh involvement
    igh in
    invo
    v lv
    vem
    ment
    in eeach
    ach ooff the
    h ffour
    he qquadrants.
    our qu adra
    ad r nts.

    Fig.3 : The FCB Grid on consumer behavior -


    6ource httpswww.researchgate.net¿gure
    7heFCBGrid9aughnB¿gB
    1. Is high involvement where the consumer passes through hierarchy of
    effects. Actively receives information from the advertisement to form
    a well of knowledge so as to decide on action. Since need for lot of
    information is a rational motive, the advertising message is based on
    rational appeals to give more product information through text and
    visuals. Learn-feel-do. In this process, one acquires information from

    51
    Overview of Advertising the ad, develops attitude towards it and engages in purchase.
    2. The products in this quadrant too are high involvement. The process of
    communication is guided by the psychological needs. Here the need
    for information is completely superseded by emotional motives of
    love, self esteem, prestige and recognition. The advertising messages
    use humour, sex, fear etc to create a bond beyond product attributes
    and price through storytelling and narrative point of views. The target
    audience experiences a range of emotions and in many ways connects
    to reÀect their individual personalities. It is based on the feel-learn-
    do process in which you develop positive feelings for the product
    after attending to the ad leading to understanding the ‘what and how
    to’ about the product ending in actual buying behaviour
    3. In the third quadrant, the product involvement is low. It means the
    consumer is not inclined to get more information or get connected
    to the brand. The stimulation to buy is created by a classically
    conditioned
    conditione response
    need re
    esp
    spon
    o se to a repeated ad message. As the same response
    continues, becomes
    s it be
    s, beco
    commes a routine or a habit to buy. This quadrant deals
    with
    with cconsumer
    onsus mer ac
    su action
    t onn ¿rst,
    cti ¿rst, lleading
    eadiing to le
    learning about
    ng abo
    bout aand
    ut whatt an d hhow
    ow
    w
    to
    o w.r.tt the product
    oducct aand
    hee pro nd llater
    aterr ddevelopment
    eveeloppmeent ooff fee
    feeling
    elin (over
    ng (o period
    overr a peri
    r odd off
    time
    me bbrand
    tim r nd
    ra loyalty)
    n loy yaltyy) ffor
    or tthe product.
    he prroduuct.
    4.
    4 n the ffourth
    In ouurt quadrant,
    r h qu
    uadrrant cconsumer
    ntt, the co nsum
    mer invinvolvement
    volvem llow.
    mennt iss lo wT
    w. The
    he audaudience
    u ieenc
    ud n e
    motivation
    motivaation attend
    o to at tennd tto
    atte o th advertisement
    thee ad
    adverrtisem
    emen and
    ent an subsequently
    nd su
    subseque ueent l tthe
    ntly
    ly he brandnd
    is based
    baseed oonn the belief that
    ef tha consumption
    h t consnsum
    ns u ption of this product will satisfy
    personal
    personnal nneeds
    pe eeds like taste andd choice.
    h So after seeingg the advertisement,,
    you buy
    yoou bu
    uy th product
    the prod uct ¿rst,
    duc ¿rst
    ¿r consume
    s , co
    con nsume it develop
    it,, de
    deve feelings
    vellopp fe
    feel
    elin
    ings
    in gs ffor
    orr iitt andd le
    learnn
    to repeat
    peat ppurchase
    o rep depending
    urchasee dep pen
    e di
    dingng upon yoyyour
    u eexperience.
    our xperieienc
    ie nce.
    e.
    Marshall
    rshhall ccontends
    Maars onteends that buying behavior is guided by rational needs and
    economic
    econ
    economic
    on i calcu
    ic calculations
    c lationns prproviding
    rovid
    ovididin
    i g ba
    in basis
    siss of rrational
    basi
    si atio
    at motives
    ionnall moti
    io m oti
    tive amongst
    vess am
    ve amonongs
    gt
    gs
    audiences.
    audien
    enc responsive
    nces. Thee respon ttheories
    nsiive theo
    h ori
    ries
    es mmaintain
    aiint
    ntaainn that cconsumers
    that onsu
    onsu m rs bbuy
    sume
    me through
    uy th
    hrouugh
    rote
    te aand purchasing
    nd purchasa ing is iinÀuenced
    as nÀue
    nÀ uenc
    ue nceed
    nc ed bby
    y cconditioning
    ondi
    nditio
    itio
    oningng aand
    nd rrepetition.
    epeetit
    etit
    itio
    ion.
    io Consumers
    n C onssume
    on mers
    me
    are considered tto o be lazy and want to exert minimum effort when purchasing
    products. Habits are developed through stimulus-response learning;
    consequently information serves as a reminder, rather than thoughtful
    purpose. Products purchased under this theory are normally inexpensive
    and the risk involved in making the wrong purchasing decision would not
    have grave ¿nancial consequences. Many routine items may require little
    or no thought, but once purchase habits are established, they can serve ad
    in¿nitum (Vaughn,1979).
    Check Your Progress: 2
    Note: 1) Use the space below for you answers.
    2) Compare your answers with those given at the end of this unit.
    1. As per Crossier, the various motivations that guide consumers to
    advertising message use and need grati¿cation are"
    ..............................................................................................................
    ..............................................................................................................
    52
    ............................................................................................................. Understanding the Target
    Audience
    2. According to Maslow’s Hierarchy of Needs, what are the human
    needs that one is constantly seeking grati¿cation for"
    ..............................................................................................................
    ..............................................................................................................
    ..............................................................................................................

    2.4 MARKET SEGMENTATION


    Reaching out to the target audience is an elaborate process. Once you
    understand the consumer motivations, next step is to segment the market.
    Market segmentation is the process of dividing the market into distinct
    groups of buyers with different needs, characteristics, or behaviors. A
    marketer may bear wasteful expenditure by adopting mass marketing
    that involves developing one product for all without taking into account
    the differences within the audiences. It is very challenging for the product
    to suit everyone and survive in the market. On O thehe oother
    ther hand, marketers
    consumer.
    cannot cater to individual needs of each consu umer. Segmenting
    r S egmenting the market
    create
    allows to cr
    create sspecialised
    eate peeci
    cial
    alis
    alised
    e products fo speci¿c
    for sp i c groups
    peci¿
    i¿ groupps (Fig
    Fig 4).
    (Fi

    Fig: 4 Managing Marketing Strategies and Marketing Mix - Kotler, P.


     . Principles of 0arketing,6outh Asian Perspective, p .
    53
    Overview of Advertising There are many reasons for doing market segmentation. One of the major
    reasons is to create custom marketing mix for each segment and cater them
    accordingly. It will enable the marketers to connect with the target audience,
    develop relationships, and communicate messages that resonate.
    2.4.1 Need for Market Segmentation
    Segmenting a market, simply put, is separating the undifferentiated
    consumer market into smaller groups with similar needs and behaviours.
    In doing so, a company establishes a target for their marketing efforts (i.e.
    target market) and can therefore, better customise its services and products
    to meet the target’s preferences. This is an affordable, effective and ef¿cient
    way to reach potential clients and generate revenues.
    As you develop a clear understanding of which your consumers are; what
    they want and demand, you’ll be able to speci¿cally target marketing
    and advertising towards them. For eg. if you manufacture nutritional
    supplements,
    pp , yyou may y make pproducts targeted g towards men,, children,,
    pregnant women enn andd oolder
    lder women. It will take a different strategy to reach
    ld
    each of these di diverse
    ive
    v rsse gr
    groups. To advertise children’s vitamins you can run
    commercials
    commer rci
    cial children’s
    alss onn chi ild
    ldre television
    ren’s te
    tele
    levi
    visi
    vi s on sho
    si showsw oorr in
    hoows parenting
    n paren enti
    ting
    tin m
    ng magazines.
    agazin
    ag nes
    es..
    To reach pregnant
    h preegnan a twwomen
    om
    menn whwho
    ho ar market
    aree in thee mar rke vitamins,
    kett forr viita
    taminsn , ta
    ns ttarget
    rge yyour
    get ourr
    marketing
    m
    ma rketin and
    ng an aadvertising
    nd ad verrtisinng to vvenues and
    enuees annd mmedia
    edi that
    dia thhat
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    Ɣ Budgets can be more closely allocated on the basis of the investment
    and returns needed from different segments
    Ɣ Smaller segments may be easier to dominate
    Ɣ Marketing and sales activity will be closely focused leading to more
    sales, lower costs and higher pro¿tability.
    Better Understanding of Customer Needs and Wants: By doing
    segmentation it becomes easy to retain your customers. Over a period when
    user’s preferences change you can identify and provide a solution with
    your product. Everyone will have speci¿c needs or problem. Segmentation
    identi¿es different customers segments and their preferences. By knowing
    it you can provide a customised solution.
    54
    Effective Communication Reach: Communication plays a major role in Understanding the Target
    marketing. It is very important to communicate to right buyers and it in an Audience
    effective way. Sending a message to the mass will not help you as it may
    lose its importance. By segmentation, you get to know your audience, their
    media consumption habits and preferences which help to reach the message
    through the right medium to the targeted audience.
    Provides Direction: Market segmentation helps in identi¿cation of
    consumer segments that consist of potential target customers. Hence, market
    segmentation provides a direction to the businesses for adopting a feasible
    marketing approach and developing a workable marketing strategy.
    Value Creation: Businesses can develop a better understanding of the
    dynamics of smaller market segments, comprising of their target consumers,
    as well as that of a large consumer market as a whole. This helps businesses in
    making informed decisions with respect to the deliverance of their products
    or services, to their target consumers. Gaining insight into the perceptions
    and preferences of their target consumers, they are better able to project
    entities
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    2.5 TYPES OF AUDIENCE SEGMENTATION


    A market segmentation strategy is aimed at dividing a mass heterogeneous
    market into different segments of buyers. Each segment has individuals who
    have similar interests. The interests of each segment may vary with regard to
    products. Traditionally there were two approaches in market segmentation:
    Product oriented and People oriented. Product oriented approach measures
    the product related aspects by segmenting the consumers to understand the
    market and people oriented approach measures the people and relates it to
    the product (Plummer,1974).
    For example, a cosmetic company can increase their customer base, by
    targeting audience of different age groups with products designed to meet
    their speci¿c needs. E.g. L’Oreal and Garnier are some of the leading
    cosmetic producers that cater to the needs of male and female customers of

    55
    Overview of Advertising different age groups. A cosmetic company must focus on marketing products
    according to seasonal changes. The demand for sun protection products
    increases during summer months. So, seasonal changes play a major role in
    marketing of such products. In short, products should be tailored to ¿t the
    needs of each segment. Apart from seasonal changes, age group and gender;
    there are various other factors that have to be considered, while marketing
    products.
    There are four types of segmentation strategies determined because of their
    measurability, accessibility, substantiality and action-ability (Drayton &
    Tynan, 1978).
    2.5.1 Geographic Segmentation
    Location plays a vital role in de¿ning the needs of individual geographic
    areas. In geographic segmentation, the market is divided on the basis of
    geographic location of the consumers i.e. nations, states, regions, counties,
    cities or neighborhoods. It helps in localising the products, advertising and
    sales effort to ge ggeographic
    ogrraphhic differences in needs and wants. Marketers also
    study the population
    popula l tionn ddensity
    y oorr regi
    ensity regional
    o al cclimate
    gion limate
    li te aass factors of ggeographic
    eograp phi
    hic
    segmentation.
    segmen Kotler
    ntationn. Ko
    K (1993)
    19933) in pplace
    tleer (1 marketing
    laace m arrketit ngg cam
    ti campaigns
    mpaig gns for a ccity
    ig i y oorr a
    it
    rregion,
    re this
    gion, in thi ccase
    is ca ase GGermany,
    erm any, ffound
    man four
    oundd fou ur ggeographic
    eoggraphhic ssegments:
    eg
    gment
    nts:
    a) Visitors:
    V Visitors
    isitorrs: Vi
    V sito potential
    tentiaal ttourists
    ors aree thee pot who
    ouriists w may
    hoo m ay be interested
    b int
    ntter
    e esstedd in
    n
    travelling
    tr
    ravelli the
    lingg to th city
    he ciity
    b)) Residents
    R esideentss and workers:
    worke rs:: Include
    k rs
    ke ncludde both the inhabitants and the new
    In
    citizens
    citizen
    ci ns
    c) Business
    Bu
    B sineess aand Industry:
    nd Ind
    dus
    ustr
    try:
    tr includes
    y It in
    incl
    clud
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    ud multinational
    ulti
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    tinati
    na tion
    tional
    on al ccompanies,
    ompa
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    ni iinvestors,
    es,, in
    es veest
    stor
    ors,
    or s,
    civil sservants
    ci vants and tthe
    erv he ddomestic
    omes
    om ticc ccompanies
    esti
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    an iess
    ie
    dd)) Export
    E xpoort Markets:
    Markets: Includes
    Includdes foreign
    i companies
    foreign companiies and
    ndd consumers
    2.5.2
    2.
    2.5. Demographic
    5.22 De a hic Segmentation
    emograp Seegm
    gmen
    enta
    tati
    t on
    Demographic
    De
    D mo
    mog ssegmentation
    ographic se gmentatati
    ta means
    t on m n tto
    eans
    ea segregate
    o se
    egr
    greega market
    egatee a ma
    mark
    rket
    rk et oon
    n th basis
    thee ba
    asiss of
    population
    pop
    po (socio-economic)
    pulation (sooci
    c o-econ
    onnom
    omiic) based
    ic) baase variables
    sedd vari
    riab
    riablees su
    ab such
    ch ass ag e, eeducation,
    age, duccatiion,
    du on
    income, family size, race, gender, occupation, nationality etc.. Demographic
    segmentation is one of the simplest and most commonly used forms of
    classifying audiences because the products and services we buy, how we
    use those products, and how much we are willing to spend on them are all
    measurable data and are can be gathered through
    Subsets of demographic segmentation are:
    Ɣ Age: Classifying audiences on the basis of age is most profound. It
    is usually done by using age cohorts. Age cohorts are grouping of
    consumers/audience of same age with similar experiences. A popular
    age cohort applied in American advertising, now adapted globally is:
    Baby Boomers: Baby boomers were children of post World War II era. It is
    the liberal market economy era in which consumerism was at its peak and
    families expanded to create a baby boom. BB’s were born between 1944
    and 1964. At present, they are 54-74 years old. In current age classi¿cations,
    they are also referred to as GenS (Generation,Senior citizens). According
    to a study ‘Changing Patterns of Income & Expenditure of Older People
    56
    in India: An Assessment’, by Agewell Foundation, the Gen S is using its Understanding the Target
    disposable income and have signi¿cant purchasing power and also spending Audience
    their accumulated savings making these baby boomers a sought after age
    cohort. Patanjali’s success lies in the way they have targeted the boomers
    (55 and above) for their wellness goods.
    Gen X The term was coined by Charles Hamlett and Jane Deverson (originally
    referring to the Baby Boomers in their teenage years). Gen X was born
    between 1965 - 1979 and are currently between 39-53 years old.
    Gen Y: Generation Y – were identi¿ed by American authors William Strauss
    and Neil Howe as those graduating high school in the year 2000. They
    are also called echo boomers. Gen Y, or Millennials, were born between
    1980 and 1994. They are currently between 24-38 years old. The term
    “Millennial” has become the popular way to reference both segments of
    Gen Y (more on Y.1 and Y.2 below). Millennial population in India is on the
    rise, the average age will be 29 in 2020 in India (World Economic Forum
    Report,2012). Millennials are opinionated, hea
    e vy ssocial
    ea
    heavy ocia
    oc i l media consumers,
    restless and looking for change, they are dr riven
    drivenn byy instant grati¿cation
    thereby pushingg brands towards quick ¿x solutions.
    s lu
    so utions.
    s.
    Gen Z:Z: It is thethe current
    current nname
    a e for the aage
    am gee coh
    hort bor
    cohort orn fr
    born from
    m thee m id-
    mid-
    19
    990
    90s. Itt is
    1990s. i tthe
    h agee gro
    he oupp tha
    group at ha
    that hhass gr
    rown in a comm
    grown mmunnicattion te
    communication echnnoloogy
    technology
    driv
    dri en
    drivenn wororld. Al
    or
    world. A tern
    rnatively th
    Alternatively they aarere aalso
    lso re
    rreferred
    ferred
    fe d to as iGe
    en,
    n ccentennials,
    iGen, entennnials,
    postt-milllennnials. Ge
    post-millennials. G
    Genn Z is the nnewest
    e es
    ew e t ggeneration
    enerration
    o to be nam
    med
    e andd w
    named erre born
    were
    betw
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    tw
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    and 2015.
    20115.
    5
    Ɣ Gend nd
    Gender: der
    e : Classifying
    Classsififfyi
    y ng pproducts
    r duuct
    ro c s an
    and bu
    uying
    ng prospects ass ma
    buying m ale
    malele aand
    nd female
    hass been
    beeen
    e a llongong estab blishe
    established hed prpracticce iin
    practice n mark ket
    etin
    marketingingg comm
    in mmun
    mm unic
    un
    communication.i attio
    ion.
    n.
    Most products
    Most prroducts use us gender
    gendeer ass a dichotomous
    ge diichot
    otomous concept
    ot c nccep
    co eptt (MM/F
    (M/F)/F)) of fte
    tenn
    often
    noot payi
    not ying hee
    paying eeed to aalternate
    heed lter
    errnate
    t sexu
    te ual id
    sexual dentities llike
    identities ik
    ke LG GBT
    BTQ.
    LGBTQ. Q M
    Q. ost
    Most
    p odducts continue to uuse
    pr
    products se tra adiitionnal sex
    traditional x roles in segmenting audience
    illu
    lust
    uststra
    ratiing
    illustrating ng tthe
    hee nneed
    eeed fo
    fforr fr
    fres
    essh rese
    fresh s arch int
    se
    research n o new
    into w ggender
    end
    nderr ddistinguishing
    istting
    is ngui
    ng uish
    uishin
    sh ng
    cate
    ca t gories. Fo
    categories. F
    Forr eg: Ma Mast
    Masti stii Cond
    st ndoms “ Ma
    nd
    Condoms M
    Man n off th
    he M
    the atch
    ch”” ca
    ch
    Match” amp
    mpai
    campaignaign
    ai gn
    targ
    rgget
    targetsetss sm
    smalalll to
    small ttown
    own
    wn m arried
    married dm en who are
    men r goodd at w orkk an
    work nd hhome
    and ome
    me i.e e.
    i.e.
    th are allrounders to establish the act
    they ctt of sex as an equal agency.
    Ɣ Marital Status: Products are trying to ¿nd customised audiences
    right from the development stage in their life cycle. Therefore,
    grouping prospective buyers on the basis of their marital status means
    creating classes like: singles, newly married couples, single parents,
    dual income couples, divorced individuals and married parents. It
    gives a clear idea of the needs and the demand of the household. For
    eg.: Uber eats targets singles in their campaign “Everyday Moments”;
    similarly Tata luxury Àats targets dual income married couples for
    their high end real estate products. The demographic segment for
    Azwa, the new jewellery line of the World Gold Council is urban
    modern brides; urban from SEC A, in the age group of 23 to 30 years,
    seeking unique designs and having aspirations of wearing a product
    that has a contemporary appeal (Vipin Sharma, Director, Jewellery,
    World Gold Council).
    Ɣ Family Life Cycle: Family is a social group of individuals related
    through blood, marriage or adoption who live together and interact
    57
    Overview of Advertising to satisfy their personal and mutual needs (Shiffman, Kanuk,
    Kumar,2011). In India, family life cycle is a critical demographic
    subset. Family life cycle is the phases through which a family
    passes from its formation to the end. It includes social and economic
    indicators like marital status, income, employment status etc. There
    are three types of family set ups. Nuclear family means a husband and
    a wife along with their children, whereas an extended family means
    a nuclear family together with their grand- parents living together. A
    Joint family includes many extended families tied by blood staying
    together under one roof.
    Ɣ Income: Income categories like low middle class, middle class, upper
    middle class and afÀuent are critical to target a rational consumer. At
    times a blanket class, the middle class is targeted. The Indian middle
    class has doubled in size from 300 million in 2004 to 600 million in
    2012 (World Economic Forum Report, 2012). It tells us about their
    spending power and their demand status. Brands are adopting various
    line exten
    extension
    nsion sstrategies
    trat
    tr a egies based on income-based segmentation. For eg:
    low priced ed variants
    d var
    aria
    iant
    nts by Cadburys chocolates, Close up in toothpastes
    are targeted
    arre ta r etted att llow
    targ ow income
    w in co e cclasses.
    ncome lassses. An
    A O Onida
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    a sasays:
    ays::
    strictly
    sttrictly
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    nd ffamous,
    amo illustrating
    ustraatingg tthe
    mouss, illu
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    he inc
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    socia
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    based
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    g enttatioon..
    gm
    Ɣ Education:
    Educaatioon: Levels o education
    Leveels of school
    eduucationn like scho going,
    ool goi college
    oiing, co
    coll
    llegee leve
    ll level,
    v l,
    University
    Univerrsity
    ty inhabitants,
    y inh
    habittants formal
    ts, fo
    orm
    rmal formal
    a orr noo fo education
    ormall edu
    ucatio forms
    ionn form
    io rm classes
    ms clas sse
    ses
    for th nniche
    fo both products
    iche produ uct
    c s likee ddata
    like ataa packs , mobile handsets etc.
    Ɣ Employment:
    E plooyme
    Em m nt: employment
    employm ymenentt categories like self-employed, public
    sector/govt.
    sectorr/gov
    se employee,
    ovvt. empplo
    loye
    yee,
    ye private
    e, pri iva
    vatete eemployee
    mplolo
    oye
    yeee no
    nott on ly ssegments
    only egme
    eg ntss aaudiences
    ment
    me nt udiien
    encess
    for
    fo goods
    gooodss but also soo aidid tthe
    he sservices
    ervvicees se
    er sector.
    sect
    cttor.
    or FiFinancial
    Finnanccia products
    iall pr
    prodoductss llike
    od ike
    ik
    banking sschemes
    b nkking sc
    ba hemes an and hohhospitality
    sppital
    ital
    alit ppackages
    ityy pa
    it ckagess aare
    ck re ccreated
    ateed ccatering
    reeat aterin ng to tthese
    in hesse
    he se
    exclusive
    excl
    clusivee employ
    cl employment categories.
    yment categ gories. Another asp aspect
    pect of ssegmentation
    eggmentation
    on
    n the basis
    bas eemployment
    a is of em mplloyme ment
    me nt iss th type
    ype ooff em
    thee ty employment:
    empl ploy
    pl oyme
    yme
    ment permanent,
    nt:: pe
    nt perm
    rman
    rm anenentt,
    en
    contractual,
    contractua daily
    u l, dail ly w wage
    age et
    age eetc.
    tc.
    c T This especially
    hiss is esspec
    eciiall
    ec ia ly rerelevant
    rel
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    leva nt iin
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    n FM
    FMC CG
    targeting create
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    te a pric
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    nd vo
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    me/sizze co
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    io
    2.5.3 Geo-Demographic Segmentation
    Instead of creating isolated groups separately on the basis of geography and
    demographic variables, a hybrid segmentation mode has become more in
    use. Geo-demographic segmentation means people from one area/location/
    region will reÀect similarities or likeness in age /income/education/gender/
    family life cycles. In India, the Punjabi community is targeted by the dine
    out eateries and restaurants because of their desire for eating out. Neilson
    Company in USA created a geo-demographic application called as the
    Claritas PRIZM NE classi¿cation. It uses the ZIP code and the postal address
    to classify all the households into 66 segments. There are four segments in
    this application
    Ɣ Movers and Shakers: Who are adult primes and seniors in the age
    group of 35-64. They are around 2 of the total population. They
    are at least graduates and are professionals aspiring or have already
    set up their own business. Their median income is 95,372$. They
    are dual income executives or white-collar professionals with high
    58
    salaries. They reside in elite suburbs and are at the parenthood and Understanding the Target
    post-parenthood stage in the family life cycle. They are often nuclear Audience
    families, who travel, are technology lovers, heavy users of internet
    and own luxury products.
    Ɣ Nitin Makdani, business head, consumer electronics, Cheil Worldwide
    said for Samsung washing machines, “Our core TG is YMC (Young
    Minded Consumers), who do not just seek Value for Money, but are
    genuinely interested in products with the latest technology, which are
    also aesthetically designed. And they are ready to pay a premium for
    the same.”
    Ɣ New Empty nests: They are generation S, or senior citizens in the
    age cohort (64 +). They are graduates, older but active. They are
    afÀuent. They have recently moved on from the post parenthood to the
    dissolution phase when the children have moved to their respective
    places of work. They are energetic and want to spend on travel and
    lifestyle.
    Ɣ Boomtown singles: They are under 35 w working
    orking class
    ng cl
    lass usually employed
    in servi
    servicece ssector.
    vice ecto
    ec tor. They are not mamarried
    marr
    rrrie pursue
    i d and pu rsue uupwardly
    purs pwar
    ardl mobile
    d y mo
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    bi
    lifestyles.
    liife They
    f styles.. Th hey aree rreferred
    e erred to
    ef young
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    chiiev who
    vers wh
    w consume
    hoo connsuume
    media
    meedidiaa in pprint,
    nt, TV aand
    rint nd iinternet platforms.
    n ernet platfo
    nt formms.
    Ɣ Bed
    Bed d Rockationals:
    Roock
    c at ionals: These
    atio hese aare
    The
    he re ssmall workers
    malll jobb wo with
    orkerrs w h llow
    ith incomes.
    ow inc com
    mes.
    They
    Thhey aare
    ree yyoung
    oung
    ou live
    ve in eeconomy
    ngg and liv conom colonies.
    my colon They
    oniess. The
    heyy ar
    he are generally
    re gen neraallyy
    clustered
    redd in sspeci¿c
    cluustere
    re tthee regi
    pecii¿c areas of th region.
    ionn. They are mmodestly
    oddes
    estl educated
    tlyy ed
    ducated
    and hhave
    d ha ve no inincome
    come ffor
    inco
    co high
    o hig
    or end
    gh en entertainment.
    nd ent terttai
    a nment.
    2.5.4
    2.55.4 Behavioral
    Beh
    ehav i ral Segmentation
    avvio Segm
    menta
    tation
    n
    Behavioral
    Beha
    h viooral
    ha or sesegmentation
    attion oorganises
    egmentat rga consumer
    gaanisees thee cons market
    n umer m k t on ppurchase
    arrke u ch
    ur hase
    related
    relate
    re factors.
    ted fa
    fact
    c ors.
    Itt involves
    inv
    nvolvees di ddividing
    ivi
    vidi
    ding
    ng the market
    he marke
    kett w.r.t. behavior,
    t. buyingg behav cconsumption
    vioor, cons
    o sum
    umpt pttio
    on anand
    nd
    usage
    usag patterns.
    ge pa t erns. For instance
    patt ncee younger
    instan ngeer buyerss may ttend
    young
    ng purchase
    ennd too pu
    purc rcha
    rc hase
    ha see bbody
    odyy
    od
    wash,
    wa whilewhhil older
    ilee ol
    olde consumer
    derr co
    cons umer groups
    nsum
    um u s may lean ttowards
    group
    up owards ssoap
    oapp ba
    oa bars.
    barrs Se
    rs. Segmenting
    Segm
    gmmen nti
    tinng
    markets
    mark etss based off purchasee bbehaviors
    ket ehaviors
    h enables marketers to develop a more
    targeted approach
    approach. h.
    It can be subdivided on the following measures, Arens. W,(2008)[ Exhibit
    6-1, p172]
    a) Purchase Occasion: It entails determining the segments based on the
    usage situation. Buying prospects are classi¿ed upon why they buy or
    make purchase depending upon their likelihood of use. On this basis,
    they can be classi¿ed as regular buyers and special occasion buyers.
    Purchase occasion takes into account the seasonal concentration /
    density of use of a good or a service, frequency of use of a product
    and emergence of a new trend or fad. This segmentation allows the
    manufacturer/ wholesaler to develop seasonal consumer incentives
    aimed at a right target.
    b) %HQH¿WV 6RXJKW: It is also referred to as bene¿t segmentation by
    the marketers. It involves categorising consumers on the basis of the
    advantage they seek from the product. Bene¿ts include rational and
    59
    Overview of Advertising emotions bene¿ts like quality, durability, economy, prestige, ¿tness,
    status, sexual pleasure, sensory pleasure etc. Orth, McDaniel, Shell
    hammer&lopetcharat (2004) gave ¿ve types of bene¿ts: 1. Functional
    bene¿ts 2. Value for Money 3. Social bene¿ts 4. Positive emotional
    bene¿ts 5. Negative emotional bene¿ts Bene¿t based segmentation can
    be the starting point in market research for most product categories. It
    is the driving core of the entire segmentation process. A study (2005)
    on mobile digital devices identi¿ed six types of bene¿ts: Location
    related services (Functional), communication services, entertainment
    motives, social engagement /chat, value added shopping, ¿nancial
    services.
    c) User Status: Markets can be segmented on the basis of who is the
    user. It entails grouping of prospective buyers on the basis of their
    attributes as a user of brand i.e. the kind of user, he/she is. Stephan
    and Tanenholz (Arens,2004.p.172) gave the following categories of
    user status :
    1) lee Users:
    Sole Useers: They are consistent with their brand choice. They
    likee to us
    se a particul
    use ular
    ar bra
    particular rand
    n and
    brand nd the
    heyy st
    they stick to it. T heyy are bran
    he
    They and
    brand
    loyaal.
    loyal.
    2) Semi
    m Sole Users:
    Semi Useers: T hey hhave
    They av
    ve a clea ar cu
    clear ut br
    cut ran
    brandnd prreferen nce, bu
    preference, ut in
    but n
    casee the preferred
    case preferrrred choice
    choicicce iss no
    ot available,
    not avvailab
    ble, thhey bbuy/consume
    they u /cconsuume ann
    uy
    alteernativ
    ve pproduct.
    alternative rodduc
    u t. T heey can bbee in
    They nÀueenceed tho
    inÀuenced houghh prom
    ho
    though motio ona
    promotionaln l
    effoorts by tthe
    efforts he ccompeting
    o pe
    om peti
    tinng br randd eespecially
    brand speciaall
    llyy if the
    h ir
    ir bbrand
    their rand
    ra nd is shor
    ortt
    short
    on supply.
    on supply.
    3) Disc
    sccount Users:
    Discount Use
    sers
    rs:: Th
    rs They
    ey ddo o no
    nott haave a ppreference
    have refe
    re feere
    renc
    ncee for yo
    nc your
    ur
    bran
    nd, in fact
    brand, ct are
    re tthe
    he ssemi
    emii sole
    em le uusers
    sers
    se rs ooff yo
    yyour
    ur ccompeting
    ompe
    om peti
    pe tinng bbrand.
    ti rand
    ra nd.
    nd
    Howe
    w ver, iff yo
    However, youu of ffe
    ferr at
    offer attr
    tracti
    tive ddiscounts,
    ti
    attractive issco
    coununts
    un ts,, th
    ts theye aree likel elyy to
    el
    likely
    use//buy your brand.
    use/buy
    4)) Aware
    Awara e Nonn Triers:
    Trie
    Tr iers
    iers: Th
    rs They y ttry
    ry sseveral
    ever
    ev al ooptions
    eral
    er ptio
    pt i ns iin
    io tthee sa
    n th same
    samme pproduct
    rodu
    roduct
    du ct
    category
    cateegory bbut
    utt hhave
    av
    ve no developed
    nott de
    dev velo
    velo
    lope
    pedd a pr
    pe ppreference
    e eren
    ef ence
    en ce ffor
    or a pparticular
    articu
    ar ular
    brand.
    bran
    annd.
    5) Trial/rejectors:
    Tria
    i l/rejectors: Are the ones who make a decision against the
    product after trying it.
    it
    6) Repertoire Users: They develop liking for two or more brands
    in the same category and tend to use/buy both at different points
    in time. They Àuctuate between the two based on their needs
    and desires.
    d) Usage Rate: Usage rate means the frequency or the quantum of use.
    It is also called as volume segmentation. Prospects are grouped as:
     Heavy Users: They use the product in bulk proportions or more
    often.
     0edium Users: They use the product frequently but not all the
    time. They are less frequent in their purchase as compared to
    the heavy users.
     Light Users: Use the product sporadically i.e. once a while. The
    frequency of their use is quite less.

    60
     Non Users: The group of consumers who do not subscribe to Understanding the Target
    the use or consumption of your product category. For eg: Non Audience
    smokers for the Wills cigarette brand
    2.5.5 Psychographic Segmentation
    Psychographic segmentation takes into account the psychological aspects of
    consumer behavior by dividing markets according to lifestyle, personality
    traits, values, opinions, and interests of consumers. Large markets like
    the ¿tness market use psychographic segmentation when they sort their
    customers into categories of people who care about healthy living and
    exercise.
    Lifestyle segmentation uses the AIOS (Activities, Interests and Opinions)
    acronym. Activities can be described as the ways in which the consumer
    engages himself/herself. It includes hobbies, special interest activities
    like trekking, mountaineering, kitty parties etc. Interests are consumer
    preferences
    p and choices in fashion,, books,, leisure and recreation and food.
    Opinions are the consumer views on self and society.
    societ
    etyy.
    9AL6 9alues and Lifestyles is the most ppopular opullar cclassi¿cation
    lassi¿cation used in
    psychographic
    psychograp ap
    phi ssegmentation.
    hicc se gmmen t tion. It was ddeveloped
    nta evel
    elloped
    e byy ArArnold
    rnold d Mitchell
    Mitch e l aatt S
    chel
    ch SRI
    RII
    international
    intern nattional in USA.
    n USA classi¿es
    SA. It clalaass
    s i¿es aud audiences
    diencees iinto
    nto eeight
    ighht ggroups
    rouups oon
    n thee babasis
    asis
    attitude,
    atti
    tiitu beliefs
    tude,, be
    beli
    lief personalities.
    efss andd pers
    ef son
    onalittieies. segregation
    s Thee segr rega takes
    g tionn tak
    ga account
    kess intoo accoounnt ththree
    hree
    audience
    audien
    au ence
    nc m motivations:
    otiv vat
    atio ideals,
    ionns: ideals achievement
    ls,, achi
    hiev
    hi e em
    mentt anand expression
    nd selff exxpreessio (Fig 88).
    on (F ).

    Fig.5. VALS Framework


    6ourcehttpswww.d.umn.eduarvaidyanmktg
    9AL6Framework.pdf 'escription of the 9AL6 segments.

    61
    Overview of Advertising 1) Innovators: They are leaders with high self esteem who experiment
    and come up with new ideas. They are tecno-savvy and are forever
    looking to use /buy niche goods and services. They show all the three
    motivations (ideals, achievement and self expression) in their lifestyles.
    They exhibit positive attitude to new ideas and developments.
    2) Thinkers: Thinkers are the educated lot. They use their knowledge
    and experience to seek functional bene¿ts. They are mature and
    reÀective. They use cognitive thinking in decision making as a
    consumer. They aim to satisfy rational motives like durability, price
    advantage and value during purchase. They show motivations like
    ideals and resources.
    3) Believers: They depend on existing norms and code of conduct while
    making decisions. They stick to tradition often going in for tried and
    tested (established) brands instead of a new product. There primary
    motivation is ideals and are driven by low resources.
    4) Achievers: Achievers are dictated by success and acknowledgement.
    They aree goa goal oriented
    al or riented and focused on family and careers. The
    primary mo motivation
    m tiva
    vati
    tioon is achievement driven by high resources. They y
    are
    ar willing
    re nott wi l ingg to eexperiment
    ill xpperi entt iiff itt lea
    erim leads
    ads to uncertainty
    t uncer rta
    t in
    nty change.
    y or channge
    g .TThey
    heyy
    prefer
    pr premium
    refer pre emium m bbrands
    raands ssoo aass to pro
    project
    oject themselves
    ct theheemseelve
    vees as successful
    a suc
    ucccess
    ssfu
    ul in
    n
    front
    ront ooff the
    fr their
    h ir ppeers
    eerrs aand
    nd ssocial associates.
    ociall ass sociiatess.
    55) Strivers:
    St r : Strivers
    triveers Striiverss are upwardly
    ree upw
    pwaardly mo
    pw mobile seekers
    obilee seeke success.
    k rss off succ
    cces
    cc They
    esss. They are
    trendy
    tre ndd funn lloving.
    endyy and oving.
    ov g TThey
    heey te
    tend to bu products
    buyy prod duc
    uctts thatt give a rreÀection
    give eÀecti
    tion
    on
    material
    of mat ter
    e iaal wealth. Th Their primary
    heir pr
    prim
    imarry motivation is achievement but have
    im
    low resources.
    lo u ces. They have
    reesour have less
    esss disposable income and therefore pick
    les
    speci¿c
    speci¿
    sp pproduct
    ¿c pr oductt cacategories/types
    cate
    tego
    tegories
    go es/ttyp
    es es forr ppurchase.
    ypes urch
    ur chas
    chasee.
    as
    6)) Experiences:
    E xpeeriennces: They
    The
    heey are fascinated
    are fa in d bby
    asciinated y th thee nnew,
    w, qquirky
    ew, uirk
    uirkyy andd th
    rk the
    uunorthodoxo goodss and
    norrthodox ndd services.
    ser
    ervi
    er cess. They
    vice
    vi ce hey are
    The
    he arre grati¿cation
    graati¿
    gr ati¿
    i¿ca
    cation
    ca o of em emotional
    emot
    otio
    ot iona
    io nal
    na
    motives
    mo oti
    tives li identity,
    like freedom of choice,, identity y, self love and en entertainment.
    nte
    t rtainment.
    Their
    Thh primprimary
    imary mo
    im motivation
    m vationn is sself
    otiva
    va elf eexpression
    xpre
    xp resssiion
    re ion ssupplemented
    upp
    pple
    leme
    lement
    me nted
    nt ed byy hihhigh
    gh
    resources.
    r sources.
    re s They y llike
    ik o sspend
    ke to pend
    pe nd oon entertainment,
    n en
    ent
    te tai
    tert nmeent, ttravel,
    ainm
    nm vell, pparties
    rave
    rave arti
    arties anand
    nd
    fashion.
    7) Makers: They are involved with their family and social groups. They
    are practical in nature
    nature. They seek emotion motives like pleasure and
    entertainment but with limited spending and restrict it to families
    gathering and close friends. They have low resources to satisfy their
    primary motivation of self expression. They purchase basic goods
    and services for self suf¿ciency.
    8) Survivors: They struggle to remain aÀoat in the needs versus purchase
    continuum. They have very less resources, hence are not driven by any
    of the three motivations. Their lifestyle is centered around rational
    motive of safety and security. Hence their purchases are guided by
    sales promotion offers, seasonal bargains and discounts.
    Besides these four forms of market segmentation, audiences can be
    classi¿ed on the basis of their socio-cultural values and beliefs. Consumer
    clusters can be created based upon their core cultural values, sub-cultural
    memberships or cross cultural af¿liations (Schiff man et.al,2011).Cultural
    distinction is especially useful in selecting appropriate advertising appeals
    and creative elements.
    62
    Understanding the Target
    2.6 TARGET MARKETING Audience

    Grouping audiences into a cluster of homogenous attributes leads to


    a market segment. However, every segment cannot be pro¿table for the
    marketer (Meyers & Morgon, 2013). Targeted marketing is a tool used to
    speci¿cally pinpoint the buying power of one group by tailoring a campaign
    or promotion speci¿cally toward that group’s needs and wants. Hence it is
    important to know the criteria for effective targeting.
    2.6.1 Criteria for Effective Targeting
    Schifmman et.al. (2011) described the following factors on which effective
    targeting can be determined.
    a) ,GHQWL¿DEOH The shared characteristics being searched must be
    identi¿able i.e. the attributes or motivations serving as basis of
    segmentation are clearly visible in the audiences to put them in a
    certain segment.
    b) Sizable: Advertising is aimed at a largee sect tion of population, hence
    section
    the size of th he segment is veryy im
    the mpo
    p rttant. IItt mu
    important. m st bbee a si
    must sign
    gni¿ca
    caantt
    signi¿cant
    grou
    grouup to bbee ab
    group ble to de
    able deve
    v lop a me
    develop essag
    ge an
    message nd m
    and ediaa st
    media trateegy
    gy. Ot
    strategy. O heerwise,
    Otherwise,
    targ
    get
    etin
    ingg few
    targeting w co
    cons
    nsum
    u errs will m
    consumers akee th
    make he ef
    the ffort uunpro¿table
    effort nproo¿tablel ffor
    or the
    adveert
    ad rtiserr.
    advertiser.
    c) Staablee: Itt is an
    Stable: an advantagee if tthe
    he aaudience
    udieencee is cclassi¿ed
    lasssi¿ed
    d oon
    n homogenous
    hoomo
    m genoous
    varriable
    less is rrelatively
    le
    variables elativ
    ivel
    ively stabab
    ble ii.e.
    stable .e. the
    .e ey ddo
    they o not chan ange ttheir
    change heir
    he ir at
    ttitude,
    attitude,
    lifest
    styl
    st y e and uusage
    lifestyle sag
    age pa
    ag att
    t ernss swi
    patterns wifftly.
    swiftly.
    d)) Accce
    c sssib
    i le: It is important
    Accessible: impoortantt to kn knoww bef forehannd if tthe
    beforehand he aadvertiser
    dver
    dv erti
    er tisser ca
    ti cann
    reeach thee audience
    reach ce clus ster.. O
    cluster. nee m
    One ustt hhowever
    must ow
    wever notte that
    note at w itth in
    with inte
    teracttiv
    te
    interactiveivee
    meedia, tthe
    media, he advver
    ertiserr cann now
    advertiser w disseemin nate inform
    disseminate rm
    mattio
    informationion an
    andd re
    rea achh oout
    reach ut
    to auudiences verti
    audiences ica
    c ll
    llyy andd ho
    vertically horizoontally
    horizontally. y.
    e)) C ngru
    Co ruen
    ruence
    Congruence: ce:: Every
    Every
    ve company
    com
    ompa
    p nyy has a business
    businesss vision
    visi
    sionn that
    si tha
    hatt includes
    incl
    incluudes
    cl udes
    crea
    creaati
    ting
    ng / produ
    creating uci
    cing
    producing ngg pproducts
    roduuct
    c s for spec
    e i¿c se
    speci¿c et off peo
    set eopl
    eo ple.. S
    pl
    people. Soo it iiss
    importr an
    rt
    important nt th
    that
    att m arket se
    market egmentation str
    segmentation trrategy ad
    strategy dop
    optted
    ted iiss iin
    adopted n li
    ine w
    line ith
    it
    with
    th
    he corporate
    the corp
    co porate vision
    visiion and
    and business goals.
     ,GHQWL¿FDWLRQRI7DUJHW$XGLHQFH
    The business head of Sony Entertainment Television Danish Khan says
    ³Positioning is all about sacri¿ce you can¶t offer everything to everybody´
    After segmenting the markets, the next step is to implement targeting
    strategies. The marketer identi¿es which segment to target and prepares
    the ways and means to do so. There are times when a ¿rm decides to target
    a particular segment at the introduction stage gradually including other
    target segments as the brand grows or matures. There are various ways of
    identifying the target audience and communicating to them.
    a) Concentrated Marketing: When a marketer decides to concentrate
    on one segment and develops a marketing mix to target it singularly,
    it is called as concentrated marketing. It is a strategy quite effective
    during the decline phase of a product life cycle i.e. when the demand
    for the product is low and new consumers.

    63
    Overview of Advertising b) Differentiated Marketing: When the marketer identi¿es multiple
    segments to target and develops their respective marketing mixes, it
    is called differentiated marketing. It is commonly used during the
    growth and maturity phase in PLC.
    c) Counter segmentation: When two or more identi¿ed segments are
    combined and a synergistic marketing mix is designed, it is called
    as counter segmentation. As brand differentiation goes down, this
    strategy is becoming critical to ad planning.
    Targeting a speci¿c segment in social marketing campaigns has been subject
    of debate. While some argue that an un-segmented mass audience should
    be exposed to the ad message, bene¿ts of the campaign increase if done for
    identi¿ed needy and vulnerable groups. For eg: UNAIDS (1998) revealed
    that the successful HIV AIDS campaign aimed at risk reduction was
    targeted at low income and high risk groups. If you are targeting different
    demographies, the ads tend to feature diverse ethnicities. In sharp contrast is
    Mcguire’s distinctiveness theory where the emphasis is upon assertion of an
    Individual consu
    consumer/audience
    suumerr/auddience as people tend to see themselves as different
    beings than part herd
    rtt of a he
    her sharing
    rd shari
    ring common
    ngg com characteristics.
    ommonn ch
    char
    arac
    acte
    teristics.
    Example:
    Example: 0DKLQGUD
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    segment:
    s gmen
    se nt:
    It iiss nott for ppan Indian
    ann Indi audience
    ian aud dienc
    ncce bu rich
    but ri rural
    ich rura al andd ururban
    rban
    an cities
    n cit ies aand
    i ie
    it nd ttowns.
    owns.
    If you o look
    ou o k at
    loo at tthe biking
    he biikin
    ng grgroup,
    rou
    o p, fro from
    rom a ddemographics
    ro emo ograp phiccs per perspective,
    erspectivee, it’ss tthe
    er h
    he
    20-40
    200-400 ageage group. p But more
    grrouup. morre than
    tha the the demographics
    demographics (of 20-40, 20-400, SEC E A), it’s
    SEC it’’s
    about
    abbout th psychographics.
    the pssychoh graphics. Th They
    T ey are llooking
    o king at the guy who wants to live
    oo
    life.
    life
    fe. Hee wanwants
    nts too spendd ti
    time with
    mee w itth hihimself
    hims
    msselff an wanderer.
    andd iss a w ande
    an dere
    de That’s
    r r.. T hat’
    ha t s thee kikind
    nd
    off pro¿le
    pro¿l¿le wee wan
    ¿l want. cchanging
    a t. Withh chan
    han g ng llifestyles,
    angi
    gi festylees, ppeople
    ifes eopl
    eo p e in
    pl n tthe
    hee bbigger
    igge
    ig ccities
    gerr ci
    ge tiess hhave
    avee
    av
    the
    th
    he af affordability
    ffo
    ordab so.
    bilityy to do so was
    o. It w ass ffound
    o ndd tha
    ou that this
    at th
    thi TG
    is T G iss m more
    oree pprevalent
    or reval
    alent in
    al n the
    h
    metros
    m tro
    me trros andd tier 1. That’s wh why
    hy it ffocuses
    ocuses on these citi cities.
    iti
    ties.
    2.6.3
    2.6.
    2. 6.33 Target
    6. Taarget Marketing
    ng in
    M rketin
    Ma in n the
    he Digital
    Digittal Age
    igit Agee
    It is a very different
    diffferent ttarget
    argeet au
    ar audience
    audi
    dien
    di encee tha
    en that
    hatt hhave
    ha ve eemerged
    ave merg
    me rg amidst
    ged amimids
    mi dstt tthe
    ds he Ne
    New
    Media
    M dia Landscape
    Me Landscap created
    a e crea ate by tthe
    tedd by Digital
    hee D gitall ddisruptions.
    ig isru
    upt
    ptions. In tthis
    ions
    ns hiss er
    hi social
    eraa of soc
    occial
    networking andd omnipresent internet usage, it is pertinent to understand
    and target the emerging breed of segmented, fragmented audiences with
    reduced attention spans.
    The era of mass marketing is long gone. As the digital capacities of the ¿rm
    grow, new media technologies have become intrinsic to target marketing.
    Market segmentation has become more pointed and penetrative. Advertisers
    are looking to deliver personalised messages to audiences catering to their
    individual motivations. Hence we see the emergence of micro targeting.
    It means collecting individual consumers into small groups based on
    the online databases of their geo–demographic and usage indicators and
    targeting them through one on one or one on a few communications. It uses
    narrowcasting transmission devices and personalised execution formats. In
    the case of social media, imagined audiences are catered to. The imagined
    audience is a “mental conceptualisation of the people with whom we are
    communicating” (Litt, 2012, p. 331). In advertising on social networking
    sites we refer to its subset: targeted imagined audiences. Targeted imagined
    audiences are made up of virtually connected social surfers who share
    personal/social/community or phantasmal ties (Litt & Hargittai, 2016).”
    64
    Check Your Progress: 3 Understanding the Target
    Audience
    Note: 1) Use the space below for you answers.
    2) Compare your answers with those given at the end of this unit.
    1. What are the subsets of Demographic Audience Segmentation"
    ..............................................................................................................
    ..............................................................................................................
    ..............................................................................................................
    2. What do you understand by Targeted Marketing
    ..............................................................................................................
    ..............................................................................................................
    ..............................................................................................................

    2.7 LET US SUM UP


    Target audience analysis is an integral part off anyy ma marketing strategy. The
    only way to kn know
    o w
    ow what
    hatt you should tal
    ha talk
    lk ab
    abou
    about
    o t iinn an
    any
    ny m marketing
    arke
    keeti
    ting ccampaign
    a paaignn is
    am
    to kno
    know
    noww who you
    yoou are
    arre talking
    talkinin
    ng to
    t and whwhat
    hat th
    they
    hey w want
    antt to kknow.
    now. C
    no Consumers
    onnsu
    s meers are
    becoming
    beco
    coming
    co ng mmore
    oree andd mo
    or more
    oree dem
    demanding
    man
    a dingg withh lolots
    ots off bran
    brands
    andds too chochoose
    oosee fro
    from.
    om.
    Andd their
    A
    An th r attention
    attent
    n io
    nt ionn spans ha have
    v ssigni¿cantly
    ave i ni¿
    ig ¿canttly rreduced
    educced du due
    ue to clutter,
    o clu lu
    uttt er, chaos
    andd ttime poverty.
    imee pov
    overrty
    ov ty.. Th
    Thus, it is im imperative
    r tive tto
    mpeera kknow
    o kn ow your
    w you target
    ur ta rget ggroup-
    arg roupp- th
    ro their
    heir
    needs, interest,
    neeeds, innteres
    est, motivations
    t, mot o ivatattio
    ions
    n and aspirations
    ndd asp
    spiiratio
    ons in life. Ad Advertising
    dvert rtis
    rt isin
    in
    ng ai aims to
    persuade
    peersuade aand propel
    n prope
    nd el the
    th
    he coconsumer CTA
    onsumeer too C (call
    TA (cal a l to action) m making
    akingg it vital to
    ak
    identify
    id e tify aand
    den nd segment th the consumer,
    he cononsummer, kknow
    now their
    w thei buying
    e r buyiyiing bbehavior,
    ehav
    eh vio r, aand
    ior, n w
    nd what
    hatt
    ha
    inÀuences
    inÀÀuencces them
    em in theirr life..
    For
    F r an
    Fo aany aadvertising
    y ad dvert
    rtis
    tisin message
    ingg m essagage to
    ag successful,
    o be su
    succes targeted
    ssful, it must be tararge
    arg te
    tedd an
    andd talk lk
    k to
    the
    th consumers
    he cons nsum
    ns umers it is meanmeant for.
    antt fo
    an for Hence
    r. Henncee it iss eessential
    en ssenti know
    now yyour
    t al to kn ourr Ta
    ou Target
    arg
    rget
    et GGroup
    r upp
    ro
    threadbare.
    th
    hre adbare. In tthis
    r ad hiss Un
    hi Unit,
    U it, we hhave
    it av
    ve gonen through
    ne g the jjourney
    ourn ey ooff ac
    ney acquainting
    acqu
    quuaiaint
    ntin
    nt inng
    you
    y u TA iin
    yo n detail. We bbegan egan
    eg an by seseeing the rreceivers
    eceiveers ass TaTarget
    arg
    rget Audience
    et A udieieenc
    ncee
    off tthe
    he advertising
    advd er
    dv erti
    t si
    tis ng ccommunication
    ommunica cat process.
    ation process Theoretical
    s. Theore eti
    tica
    call fo
    ca foundations
    foun tioonss ooff
    ndati
    dati
    the ad advertising
    dveertrtis audience
    isingg audien nce w were
    ere then covered. Audience Motivations were
    unearthed,
    th d bby ddealing li with the ttypes off motivations,
    ith th ti ti consumers needs d and d
    motives that include rational and emotional motives and analysing the
    consumer decision making process.
    In the proceeding sections, we saw the importance of Market Segmentation
    – its needs and bene¿ts. How to demarcate your audience on the basis
    of geographic, demographics, behaviours and psychographics was then
    explored. We also studied Target Marketing and the criteria for effective
    targeting along with the target audience identi¿cation methods.
    The media scene is changing owing to disruptive technologies coming
    up every moment. In such a situation, it is of paramount importance to
    understand the digital audience. The ways to reach our TA in this Digital
    age propagated by the new media were explained.
    Equipped with this knowledge about the TA, you should be able to identify
    them and create effective communication strategies to reach them.
    65
    Overview of Advertising
    2.8 CHECK YOUR PROGRESS: POSSIBLE ANSWERS
    Check your Progress: 1
    1. American advertising and sales pioneer Elias St. Elmo Lewis coined
    the phrase AIDA in1899. Attention – Interest – Desire – Action
    The model explains how the audience or recipient of advertising
    processes information and responds to the advertising product in his/
    her decision making process.
    2. A target audience is a group of people identi¿ed as likely customers of
    a business. People in a target audience share demographic similarities,
    such as age, location, or socioeconomic status. De¿ning a target
    audience helps create more ef¿cient marketing messages.
    Check your Progress: 2
    1. According to Crossier (1983), audiences consume advertising for
    seven kind
    nds of motives:
    kinds
    Ɣ Prod
    Product
    duct Info
    Information
    ormation
    Ɣ E
    En
    Entertainment
    teertainnmeent
    Ɣ Valu
    ue ad
    Value dditiionn
    addition
    Ɣ IImplied
    mpl warranty
    p ied war
    rran
    anty
    Ɣ Post-purchase
    Post reassurance
    st-purrchaase re
    eassuraanc
    n e
    Ɣ Vicarious
    Vica
    c rious expe
    ca experience
    eri
    rien
    nce
    c
    Ɣ IInvolvement
    nvo
    volvement
    o
    2. Ab
    A raha
    Abraham ham
    m Maslow ow’’s hi
    ow
    Maslow’s hhierarchy
    erar
    a ch
    chy of nneeds
    eedds
    ee ds sserves
    erve
    ervess as tthe
    ve he ttemplate
    emplat
    em atte to
    ccategorise
    atego orisee the mot
    otives
    ot es aass co
    motives codi
    di¿edd hu
    di
    codi¿ed huma
    mann ne
    ma
    human need
    e s,, tthat
    needs, hatt we see
    ha eeek tto
    seek o
    ssatisfy
    sa tisffy on
    ne after th
    one he ot
    the ther,
    r rrising
    other, isin
    isingg high
    in gh in th
    thee hi
    hier
    errar
    arch
    chy.
    ch
    hierarchy.y The
    Theyey ar
    are:
    e:
    Ɣ Phys
    y iologiica
    cal ne
    Physiological eed
    ds li
    needs ike hhunger,
    like u ge
    un g r,, ssleep,
    leeep
    ep,, th
    thir
    irst
    s , se
    st
    thirst, ssex.
    x.
    Ɣ Need
    e s for ssafety
    Needs afety
    ty lik
    ikee pr
    ik
    like prot
    tecttion
    on, he
    on
    protection, heal
    alth
    alth,, ssecurity,
    th
    health, ecu
    curritty,
    cu ty co
    comf
    m or
    mfortt et
    comfort tc..
    etc.
    Ɣ Love
    v needs ds ((social
    soociial
    al nee
    eedds) li
    ee
    needs) ike lov
    like ovee, bbelongingness,
    ov
    love, elon
    elon
    ongi
    ging
    gingne
    ng ness
    ness, so
    ss ociial
    social
    iden
    entity, af¿liation, association etc.
    en
    identity,
    Ɣ Esteem needs i.e. need for rewards, recognition, accolades, self
    esteem, status etc.
    Ɣ At the top are the self actualisation needs meaning for self
    discovery, self development, engagement with self and
    realisation.
    Check your Progress: 3
    1. Subsets of demographic segmentation are:
    Ɣ Age
    Ɣ Gender
    Ɣ Marital Status
    Ɣ Family Life Cycle
    Ɣ Income
    Ɣ Education
    Ɣ Employment Status
    66
    2. Targeted marketing is a tool used to speci¿cally pinpoint the buying Understanding the Target
    power of one group by tailoring a campaign or promotion speci¿cally Audience
    toward that group’s needs and wants.

    2.9 FURTHER READINGS


    Ɣ Baran, S.J.( 2010). Introduction to Mass Communication, Media
    Culture and Literacy, New Delhi: Tata McGraw Hill. 4-20
    Ɣ Kotler,P., Armstrong,G., Agnihotri, P.Y. &Haque, E. (2011).
    Principles of Marketing, A South Asian Perspective (13th ed.). New
    Delhi: Pearson Prentice Hall
    Ɣ Mcleod, S. (2018). Maslow’s Hierarchy of Needs. https://www.
    simplypsychology.org/maslow.html
    Ɣ Meyers, Y.J & Morgan, A.J. (2013).Targeted marketing and African
    American millennial consumers, Journal of Research in Interactive
    Marketing,7( 1) . 6-17
    Ɣ Plummer, J.T. (1974). The Concept and an nd Application
    Appl
    Ap plic
    i ation of Life Style
    Segmentation. -ournal of 0arketing, 3( (a)
    a 33
    3(a) 3-377
    33-37
    Url’ss :
    Ɣ (22008)).Rep
    .R
    Re orrt on
    (2008).Report o the G l bal HI
    lo
    Global IV Ep
    HIV pid
    demicc –Ju
    Epidemic unee 199
    –June 998 hhttp://data.
    1998 ttp:://daata.
    un
    nai
    a ds.oorg
    rg/puub/repor
    ort/
    or t 19989 /1999811225_gl
    98 g obaal_epiddem
    unaids.org/pub/report/1998/19981125_global_epidemic_report_en. mic_repportt_enn.
    Ɣ hhttps://www.campaignindia.in/article/samsungs-new-campaign-for-
    ttp
    tp
    ps:///ww
    w w.ca c mpaignin india.
    in a in
    a. i /aarticlle/ssamsuungss-neneew-ca
    camp
    ca mpaiggn-ffor-
    mp
    waashin
    ng--mamach
    chin
    ines
    in e -targetsts-preemium--seg
    washing-machines-targets-premium-segment/410517 gmentnt/4
    /41105117
    Ɣ http
    tp
    ps:///ww
    w w..ca campai a gninddia.in
    ai in/videeo/m mahindra-m
    https://www.campaignindia.in/video/mahindra-mojo-woos-those- mojo-woos- s-those-
    s-
    bornfo
    fort
    fo rtheroaad/4
    rt 424
    bornfortheroad/4249172 9117
    Ɣ htttp
    tps://
    //w
    // www.cam mpaiggninddia.in in/artiicle//the-youung
    in n -aand
    https://www.campaignindia.in/article/the-young-and-dissatisfied- nd-d
    -dis
    -d issati
    is t sfie
    ied--
    ie
    hansa-ce
    ha equity-rerepport-o
    -on-ccx/4
    hansa-cequity-report-on-cx/441391 44141391

    22.10
    .110 GLOSSARY
    GLOSSARY
    Y
    Conv
    Conversion
    nvver
    ersi
    siion Rate: The ccalculation
    allcu
    alcu
    cullationn of the nu
    number
    umber ooff vi
    viewers
    iew
    wer
    erss to qquali¿ed
    uali
    li¿e
    li¿edd
    ¿e
    business
    bu or
    or sales
    sale
    sa less off your
    youur onlinee marketing
    marketing ad/page
    ad/
    d/page
    d/
    Customer
    Custom
    mer RRelationship
    elationshiip M
    Management
    anagement (CRM): a system that manages a
    company’s
    ’ iinteractions
    t ti with
    ith existing
    i ti and
    d potential
    t ti l customers.
    t
    Demographics: Selected characteristics of a population, such as ethnicity,
    income, and education that de¿ne a particular consumer population.

    Forums: Social message boards or online discussion sites.


    Horizontal Publications: Business publications intended to appeal to
    people of similar interests in a variety of companies or industries.
    Lead : Details about a potential customer, which may be gained through an
    Inbound Marketing Program.

    67

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