A Target Market Lesson

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MARKETING INSUPERBOWL ADS

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Introduction

This is a lesson involving Super Bowl commercials!

You will learn about target markets and market segmentation, then apply what you learn to the commercials.

Have fun, and let your teacher know if you have any questions!

Objectives

After this lesson, you will be able to define a target market and different types of market segmentation.

Then, you will analyze advertisements and create a PowerPoint presentation describing the target market of that commercial.

You will also analyze the product and offer suggestions about reaching a different target market.

Table of Contents Instructions Introduction for students Superbowl Target Market Market Segmentation Segmentation Practice Review Quiz Assignment References

START!

Now, Let’s Get Started!

Take notes as you go – there’s a short quiz at the end!

Don’t forget, click the referees below to go to the next slide, or go back if you need to.

Identifying Target Markets in

Superbowl AdsWhat’s a target market?

How do I identify one?What are different types of target markets?

Why do Superbowl advertisers pay so much?

SuperBowl $$$

How much do Super Bowl advertisers pay for 30-second television commercial spots?• Click the link & read this article to find out:

CNN Money – “The Branding Bowl”

Why do they pay so much?!

SuperBowl $$$

GoDaddy.com has spent big bucks on ads since 2005. Here’s what the CEO has to say:• “Because of the media attention our ad has received, millions of

people across the country who didn’t know we existed, are now aware of GoDaddy.com”- Bob Parsons, CEO, GoDaddy.com *Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million-question-do-super-

bowl-ads-pay/#GoDaddy.com

But Why??

Target Markets

According to Nielson Media, 96.9 million people watched this year’s Super Bowl, which was actually down from previous years.

• Retrieved February 3, 2014 from http://www.deadline.com/2014/02/super-bowl-tv-ratings-seattle-seahawks-denver-broncos/

• Advertisers decide what type of people are possibly watching so they can create commercials that those people will like. Then, those consumers will buy the products!

Target Markets

This article gives a definition, and suggestions about reaching target markets. Click this link and read the article.

• Entrepreneur Magazine: Target Markets

Target Markets: Article Main Ideas Target Market: A specific group of consumers at which a

company aims its products and services.

Ask questions to get started:• Male or Female?• Age?• Socioeconomic status?• Area of the country in which they live?• Career?

* Target Market. Entrepreneur online, retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html

Target Market: Market Segmentation Read this short definition by Small Business Notes to find

out more about market segmentation:

• Look for 4 types of market segmentation – click this link to read more:

• Small Business Notes Article

How do you think you could define market segmentation?

Target Market: Market Segmentation Market Segmentation: “A marketing technique that

targets a group of customers with certain characteristics.” Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009.

3 types of market segmentation*:1. Demographic: based on measurable statistics such as age or income.2. Psychological: based on lifestyle preferences such as urban dwellers or pet

lovers.3. Geographic: based on location, such as home or address.

Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm

Now, let’s practice…

Identify the Demographic Segmentation used in the next few advertisements. Use the “Answer” button to get to the answers.

Practice

Identify the Market Segmentation used in the following ads:

Answer

Answer: Geographic Segmentation

These ads would not be displayed in the US, because they are focused on particular locations. Sales would not increase as a result

of displaying these ads in the U.S., but sales would increase by displaying them in the respective countries.

Europe

Japan

Practice

Identify the Market Segmentation used in the Following Ads:

Answer

Answer: Psychological Market Segmentation

Professionals who need to use WiFI

Rockers!

McDonalds uses these ads to psychologically appeal to specific types of people. McDs appeals to consumers’ senses

by advertising things people like, rather than segmenting those consumers by age or where they live.

Practice

Indentify the Market Segmentation used in the Following Ads:

Answer

Answer: Demographic Segmentation

Men, age 25-45

Kids, age 4-12

McDonalds uses these ads to appeal to a specific, measurable category of people. Adults aren’t excited about Ronald McDonald, so they use the ad on the right to appeal to kids. They try to appeal to men by making the Big Mac appear huge!

A Review

Millions of people watched the Super Bowl, so it is an excellent way for companies’ advertisements to reach lots of people.

McDonalds used 6 different advertisements to appeal to 6 different types of people.

Target marketing allows advertisers to focus on specific markets.

These target markets are segmented by: demographics, psychological factors, and geographical locations.

Ready for your quick quiz? Click here: Quick Quiz

Quiz Question #1

According to Nielson Media, how many people watched this year’s Super Bowl, making it the largest watched television event ever?

100 million

96.9 million

93.4 million

WAY TO GO!Click Here for your

next question

Quiz Question #2

A specific group of consumers at which a company aims its products and services is called: Demographic

Marketing

Market Segmentation

Target Market

WAY TO GO!Click Here for your

next question

Quiz Question #3

A marketing technique that targets a group of customers with certain characteristics.

Target Market

Market Segmentation

Demographics

WAY TO GO!Click Here for your

next question

Quiz Question # 4:

What type of market segmentation is based on lifestyle preferences such as urban dwellers or pet lovers?

Demographic

Psychological

Geographic

WAY TO GO!Click Here for your

next question

Quiz Question #5

What type of market segmentation is based on location, such as home or address?

Demographic

Psychological

Geographic

WAY TO GO!Click Here for your

next question

Quiz Question #6

What type of market segmentation is based on measurable statistics such as age or income?

Demographic

Psychological

Geographic

WAY TO GO!Finish!

Look at You Go!

During this lesson, you defined a target market and different types of market segmentation.

You analyzed advertisements and now you are going to create a PowerPoint presentation describing the target market of a commercial of your choice.

You will also analyze the product and offer suggestions about reaching a different target market.

Superbowl Activity!

Now that you know about target markets, you’re going to identify some on your own!

For your assignment, you’ll watch Super Bowl ads, choose one, decide what the target market is, and create a suggestion for marketing that product to another market

We will do this tomorrow. To begin, start thinking about some commercials you would like to use. You will have to choose your own, so pick a couple to have some options.

Sources (1 of 2)Market Segmentation. Investorworks.com. Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009.

McDonalds Europe sign advertisement. Picture retrieved April 12, 2009, from: http://farm1.static.flickr.com/45/116981124_3b95c3ba0f.jpg?v=0

McDonalds Japan advertisement. Picture retrieved April 12, 2009, from: http://iftf.typepad.com/photos/uncategorized/20061007_mcdonalds.jpg

McDonalds Laptop advertisement. Picture retrieved April 12, 2009, from: http://www.trendhunter.com/images/phpthumbnails/15687_1_230.jpeg

McDonalds man looking at Big Mac. Picture retrieved April 12, 2009, from: http://i.dailymail.co.uk/i/pix/2008/11/20/article-1087832-01268FD80000044D-526_468x344.jpg

McDonalds Rockin’ Fries advertisement. Picture retrieved April 12, 2009, from: http://3.bp.blogspot.com/_2oq2bSN-S9o/SKzNyQZzh6I/AAAAAAAABsU/ZsAq5wBUUs0/s400/mcdonalds+rock+n+fries.jpg

Overbaugh, R.C., & Schutz, L. Blooms Taxonomy. Old Dominion University Website. Retrieved March 30, 2009, from http://www.odu.edu/educ/roverbau/Bloom/blooms_taxonomy.htm

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Table of Contents

SourcesParsons, Bob. GoDaddy.com CEO: Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million-question-do-super-bowl-ads-pay/#GoDaddy.com

Ronald McDonald dancing with kids. Picture retrieved April 12, 2009, from: http://francisanderson.files.wordpress.com/2007/12/ronald-mcdonalds.jpg

Superbowl, Nielson Media. Retrieved April 11, 2009 from http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=ac08bca0e985f110VgnVCM100000ac0a260aRCRD

Target Market. Entrepreneur online, Retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html

Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm

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