j201 introduction to mass communication · 2017-12-03 · understanding audiences j201 introduction...
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Understanding audiencesJ201 Introduction to Mass CommunicationDecember 1 - 2017
Professor Hernando [email protected] @uatiff201.journalism.wisc.edu#sjmc201
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Understanding audiences
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Political audiences
MARKET RESEARCH IN POLITICS
Who are your supporters?
What are they watching?
Who is most likely to turn out for you?
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Political audiences
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Political audiences
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Target marketing
TARGET MARKET
The WHO in ‘who do you want to reach?’
Well, who might you want to reach?
• Loyal devotees of your product• People who have tried your product once but aren’t
regulars • People who have heard of, but never tried, your
product • People who have never heard of your product
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TARGET MARKET
Processes of market segmentation
Fragmenting audiences into pieces that have something in common based on:
① Demographics ② Geographics③ Psychographics④ Behaviors
Target marketing
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DEMOGRAPHICS
Age Gender Family status (single? married? divorced?)Education Occupation Income Race/ethnicity
Target marketing
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GEOGRAPHICS
Country/state/county/city Community size Demographics of region Change dynamics (growth? wealth change?
industries?)
Target marketing
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PSYCHOGRAPHICS
Psychological profile of peopleWhat do they value? What are their attitudes toward things? How do they see themselves? How do they want to see themselves?Lifestyle
Target marketing
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BEHAVIOR
Including purchasing behaviorsearch behavior (online and offline)browsing behavior (online and offline)
Target marketing
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VALS AND PRIZMTools for drawing insights out of
demographics, geographics and psychographics
Development of consumer profilesNecessarily a simplification of complexhuman thought and action; Reductionist, but potentially useful…
Target marketing
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VALS Framework
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VALS Framework
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www.strategicbusinessinsights.com/vals/presurvey.shtml
VALS Framework
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PRIZM (Nielsen)
PRIZM
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Understanding audiences
WHAT DO PRIZM AND VALS TELL US?
PRIZM: Where is your target market? (Geographically) What do they do/read/watch/think/buy?
VALS: How do your consumers relate to the world? How are they likely to relate to your product? How can you craft your message to reach them?
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Questions
See you Monday…