Exam 3: Campaign Target Audience Selection and Action Objectives

Purchase behavior will identify which subgroup to target for infrequently purchased items such as durables.

Favorable brand switchers consist of two subgroups.

Customer targeting for a marcoms campaign requires the manager to specify a target audience group consisting of actual buyers of the brand-item as this is the only group from whom sales can be expected.

Brand-loyalty segmentation is the best way to distinguish potential target audiences.

The influencer is more likely to choose the brand.

"Buying" refers to any relevant action on the part of stakeholders.

For fast-moving consumer goods and services, brand loyals represent the best potential for an increase in the brand-item's sales rate.

Action objectives for end-customers can be classified as pre-purchase, purchase, and post-purchase behaviors.

When estimating the leverage of relevant subgroups when determining target audience potential, the manager must calculate the size of the subgroup, add the dollar value of the expected per capita increased sales, and deduct the cost of the campaign.

The behavioral sequence model must answer the questions of what the main decision stages are, who is involved in the decision stage, where this stage takes place, when it takes place, and how the decision at this stage is made.

If more than one subgroup is to be targeted, a single behavioral sequence model will suffice as it is a comprehensive model.

Other-brand switchers buy our brand but they also buy other brands.

A single individual may play all five roles in the behavioral sequence model.

The key question in nominating the creative target is "Which role will have the greatest influence on choice of our brand-item?"

Post-purchase action objectives include retail display and customer recommendations.

Focus group interviews are a good way to develop a behavioral sequence model.

Good survey data enables the manager to set action objectives as quantitatively specific and time-period specific goals.

A sales inquiry is not a sufficient pre-purchase action objective.

Converting favorable other-brand loyals is profitable, if it can be done, because, typically, consumers deliberately develop brand loyalty to enable efficient shopping within a particular category.

Business decision roles are much the same as consumer decision roles.