Understanding audiences & Social Marketing J201 Introduction to Mass Communication December 2 - 2016

Professor Hernando Rojas hrojas@wisc.edu @uatiff 201.journalism.wisc.edu #sjmc201

TARGET MARKET

Processes of market segmentation

Fragmenting audiences into pieces that have something in common based on:

①  Demographics ②  Geographics ③  Psychographics ④  Behaviors

Target marketing

VALS AND PRIZM Tools for drawing insights out of

demographics, geographics and psychographics

Development of consumer profiles Necessarily a simplification of complex human thought and action; Reductionist, but potentially useful…

Target marketing

VALS Framework

VALS Framework

www.strategicbusinessinsights.com/vals/presurvey.shtml

VALS Framework

PRIZM (Nielsen)

PRIZM

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?

Social marketing (Marketing for public interest)

Marketing for public interest!

Social marketing (Marketing for public interest)

Mindset: Social Change (enhancing the health and well being of individuals and communities)!!Tools: media, outreach, interpersonal influence, community events!!Influence: persuade with the goal of behavior change!!Audience: Individuals, policy makers, stakeholders!

Social marketing (Blood donation)

Problem: !Ensuring a stable and safe blood supply within a population.!!

Social marketing (Blood donation)

Social marketing (Blood donation)

Social marketing (Blood donation)

Social marketing (Blood donation propensity)

Social marketing (Blood donation propensity)

Social marketing (Blood donation)

Preparing for next week (Crisis communication)

Delta Airlines!Criticized for letting passenger remain on the flight.!!-  CEO Apologizes!-  Ban the passenger

for life.!-  Reimburse other

passengers.!!

Questions

See you Monday…