Steps in Designing Communication

Campaign
Step 1. Situational analysis
Step 2. Identifying publics&target audiences
Step 3. Setting objectives
Step 4. Strategic decision-making
Step 5. Operational decision-making
Step 6. Setting the budget
Step 7. Implemantation
Step 8. Campaign evaluation.
Types of Publics
 Key Characteristics
Look at each public in reference to:
• the situation
• the organization
 Organization
• Each key public's relationship with the
organization
• Your organization’s impact on the public
• The visibility and reputation of your
organization with this public.
 Analyzing Key Publics
Basic Planning Questions
1.What is the nature and type of each key public?
Latent public
Apathetic public
Aware public
Active public
 Analyzing Key Publics
Analysis of Key Characteristics
Issue
1. What does this key public know about this issue?
2. What does this public think about this issue?
3. What does this public expect from the organization on this
issue?
4. How free does this public see itself to act on this issue?
 Analyzing Key Publics
Analysis of Key Characteristics
Organization
1. What does this public know about your organization?
2. How accurate is this information ?
3. What does this public think about your organization?
4. How satisfied are you with this attitude?
5. What does this public expect from your organization?
6. How much loyalty does this public have for your organization?
7. How organized or ready for action on this issue is this public?
PRA435 Identifying the Target Audience

Who are we talking to?...

 Identify Target Audience

Includes assessing the audience’s

perceptions of the organization, product,
and competitors’ corporate/product image

Affects decisions related to what, how,

when, and where message will be said,
as well as to whom will say it
Identify Target Audience

1. Who exactly are the consumers most

likely to become users of a brand?
2. What do they like?
3. Where are they located?
4. How can they be reached most efficiently
with communications tools?
5. When is the best time in the consumer’s
life to apply the tools?
Target Audience

Women between 25-54 years old

Working
Salary 30.000$ +
Having a child above 12 years old

Watching channel ATV

Determined Target Audience

 Target Audience

• A, B1, B2, C1, C2 SES mothers with 0-5 age child

and who really cares the baby care.
• Pediatricians
• Experts (Pharmacist, pregnancy consultants...)
• Youngs between 12-18 ages who are trend
followers in parfume world.
The Target Marketing Process
Identify markets with unfulfilled needs

Determining
Determiningmarket
market____________
segmentation

Selecting
Selecting
market
market
to _________
to target

_________through marketing strategies

 Related concepts

Market Segmentation: The process of dividing

a market into homogeneous segments using
one or two range of possible alternative
segmentation method, each segment being
composed of customers or consumers sharing
similar characteristics.
Targeting: The selection of one more market
segments.
Positioning: The relative perceptual position of
one brand compared with competing brands.
 Related concepts
Market Segmentation
1. Identification of customers‘
needs and market segments
2. Develop profiles of
resulting market segments
Identification of Target
Markets
3. Evaluation of attractivity of
each segment
4. Selection of target
segments
Positioning
5. Identification of differential
advantages in each segment
6. Development and selection
of positioning concepts
Marketing Planning
7. Development of a marketing
mix for each segment
according to the chosen
position
 Market Segmentation
• Segmentation of markets into homogenous
groups of customers, each of them reacting
differently to promotion, communication, pricing
and other variables of the marketing mix.
• Market segments should be formed in that
way that differences between buyers within
each segment are as small as possible.
• Every segment can be addressed with an
individually targeted marketing mix.
 Market Segmentation

• Measurable
• Relevant
• Accessible
• Distinguishable
• Feasible
 Consumer Segmentation
Based on:
– Demographics
– Geographics
– Geodemographics
– Psychographics
– Behavioural
– Beneficial
 Consumer Segmentation
Based on:
– Demographics:
consists of dividing the
market into groups
based on variables
such as age, gender,
family size, income,
occupation, education,
religion, race and
nationality etc.
 Consumer Segmentation
Based on:
– Geographics: Certain countries,
regions, etc. are assumed to have
common characteristics which
influence buying attitudes. In
international marketing -----=
characteristics as population,
income per head, trade carried out
by the country, as well as tastes,
and the nature of competition in the
market (postcodes, city-town-
village, region, density, climate etc.)
 Consumer Segmentation
Based on:
– Geodemographics:
The segmentation of
consumers where (and
how) they live-using
demografic data to
clasify neighbourhoods
 Consumer Segmentation
Based on:
Psychographics:
Psychographic segmentation
is concerned with identifying
personality traits and
distinguishing characteristics
in groups of the population.
Examples are young and
outgoing (for the sale of new
forms of music) or grey and
conservative (for classical Highly adventurist,
and 60s music). (personality, enterpreneurial and
values, lifestyle, attitudes, free-spirited
motivations, interest, achievers
opinions, etc.)
 Consumer Segmentation
Based on:
– Behavioural: looks at consumer behaviour
patterns - frequent/infrequent purchase, loyalty to
a product etc. (benefits sought, purchase
occasion, usage, buyer readiness stage,
perceptions and beliefs).
 Consumer Segmentation
Based on:
– Benefit segmentation divides markets on the
basis of the specific benefits or outcomes
consumers want from a product or service.
 Segmentation Example
An example of a particular luxury hand-cream product
segmentation results may show:
Who would be able to afford it would lead to certain
income groups would apply
A higher majority of females may be more likely to
purchase the hand cream. These are shown as “Home
makers” within the census.
The product may possibly appeal to drivers between
the ages of 30-50+ with no children
Certain occupations may be more likely to use the
cream. For example gardeners, water users and other
dry conditioned occupations etc.
 Market Targeting

An analysis of a market might identify a

range of segments that could offer
potential to the organisations.
 Determining How Many Segments to
Enter

• Undifferentiated (Mass Marketing)

All consumers have similar needs for a specific kind of
product. Homogeneous market, or demand is so
diffused it is not worthwhile to differentiate, try to make
demand more homogeneous.
Single MM consists of:
– 1 Pricing strategy
– 1 Promotional program aimed at everybody
– 1 Type of product with little/no variation
– 1 Distribution system aimed at entire market
Determining How Many Segments to
Enter

Differentiated marketing
• Involves marketing in a number of
segments, developing separate marketing
strategies for each.
A Product for Every Segment
 Determining How Many Segments to
Enter

• Concentrated (Target Marketing) Marketing:

Large share of one or a few sub-markets. Good
when company’s resources are limited
 Positioning

Simply, positioning is how your target market

defines you in relation to your competitors. 
A good position is: 
1. What makes you unique 
2. This is considered a benefit by your target
market 

It’s the way we want consumers to think

(rational side) and feel (emotional side)
about the brand
 Developing a Positioning Strategy

What
What position
position do
do
we
we have
have now?
now?

Does our creative

What
What position do
strategy
we want to own?
own?
match it?

The
Position
Do
Do we
we have
have the
the From
From whom
whom
tenacity
tenacity to
to stay
stay must
must we
we win
win this
this
with
with it?
it? position?
position?

Do
Do we
we have
have the
the
money to do the
job?
job?
 Positioning Strategies
How should By Attributes and Benefits?
we position?
By Price or Quality?

By Use or Application?

By Product Class?

By Product User?

By Competitor?

By Cultural Symbols?
 Segmentation Example
Segmentation
• Dividing the total heterogeneous market for a good or
service into smaller groups which are more
homogeneous
• Example (Bicycle riders)