MKT411 Course Project: Worksheet 3 Advertising project

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

DEMOGRAPHIC

M/F/Gender complex?

Ethnicity?

Religion?

Income?

Education?

LIFE STAGE

Age (range)? Living situation? (with parents, away from parents with support, independent/single, independent/coupled, independent w/dependents) Health/Health Issues? Life Experience?

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

GEOGRPAHIC

Where do they live? (Local, regional, national, global description)

PSYCHOGRAPHIC

Lifestyle? Social Class? Influences and Social perceptions? (Attitudes, values, opinions) (Motivated by expectation, aspiration, inspiration, membership, lifestyle) Life Experience?

BEHAVIORAL

Typical Usage Patterns? Typical Loyalty Patterns? Risk/Avoidance Patterns?

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

NEEDS / DRIVES

Motivated by problem resolutions?

Motivated by improved benefits?

MOST EFFECTIVE MARKETING MEDIUMS

AND REASONING

PRIMARY TARGET MARKET SECONDARY TARGET MARKET

Specify TWO most relevant media preferences for each target market and explain.

**Write a brief paragraph that explains your main conclusions about marketing your product to the particular

groups you selected. Any of the following may be included, but are not all required to be included: SWOT analysis, insights

about marketing message objectives to your specific target markets, insights about positioning strategies, insights about

media strategies or media selection.

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