business advertising

BUS 117 Fall 2018

Assignment #1

Due Date: 11/1/18 This assignment is meant for you to apply what you’ve learned from the “Background” part of the course (Segmentation, Targeting, Positioning) to a real-life issue of interest: dating. In a lot of ways, advertising and dating are similar – how do you (the advertiser) communicate value to the person of interest (the consumer)? How will you segment the market – the vast pool of individuals from which you could choose? How will you then target a certain segment of interest? Lastly, how will you position yourself for success within this segment? These are the key questions of interest as you think about this assignment.

Writing Assignment (10 pts) 1. Segmentation (4 pts) You have billions of people in the world whom you could date. How do you narrow down that huge pool? Use the four segmentation variables (Geographic, Demographic, Psychographic, Behavioral) discussed in class to segment your market. For each variable, explain why you chose to segment in the way you did. 2. Targeting (2 pts) Now that you’ve narrowed down the market into more manageable segments, which segment(s) would you choose to pursue further? Which of the four targeting strategies does this fall into line with? Explain your choices. 3. Positioning (3 pts) You’ve finally chosen the best segment(s) to target. Construct a positioning statement. What’s your unique value? What reasons can you give to support your position? Explain your choices of unique value and reasons to believe. 4. Final Thoughts (1 pt) Anything you’ve learned about yourself through this paper. Guidelines 2-3 pages, double-spaced, 1” margins, 12-point Times New Roman.