Understanding audiences & Social Marketing J201 Introduction to Mass Communication December 2 - 2016
Professor Hernando Rojas [email protected] @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…