Advertising Assignment III

Conjunctive HeuristicsConjunctive Heuristics Target-Market

Research Target-Market

Research Market SegmentationMarket Segmentation Product PositioningProduct Positioning

DemographicDemographic GeographicGeographic Behavioral Behavioral PsychographicPsychographic

FLASH CARDS

Click on each card to view the definition.

ReferenceReference

Market SegmentationMarket Segmentation Product PositioningProduct Positioning

A purchasing decision model that establishes a minimum or threshold rating that brands must meet in order to be considered

Conjunctive Heuristics

BackBack (Clow & Baack, 2016, p. 83)

A form of communications research that identifies the recipients of a planned communications campaign

Target-Market Research

BackBack (Clow & Baack, 2016, p. 113)

Identifying specific groups based upon demographic, geographic, psychographic, and behavioral criteria

Market Segmentation

BackBack (Clow & Baack, 2016, p. 113)

Perception in the consumer’s mind of the nature of a company and its products/services relative to the competition

Product Positioning

BackBack (Clow & Baack, 2016, p. 113)

Criteria for segmentation including age, gender, race, and level of education

Demographic

BackBack (Clow & Baack, 2016, p. 113)

Criteria for segmentation including geographic area in which the consumer lives

Geographic

BackBack (Clow & Baack, 2016, p. 113)

Criteria for segmentation including behavioral tendencies or interests that might be exhibited by the consumer

Behavioral

BackBack (Clow & Baack, 2016, p. 113)

Criteria for segmentation including motivating factors such as personality, opinions, and attitudes

Psychographic

BackBack (Clow & Baack, 2016, p. 113)

BackBack

Reference

Clow, K. E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.).

Pearson.