Target audience decision dodel

© Larry Percy

UNDERSTANDING

TARGET AUDIENCE

DECISION MAKING

© Larry Percy

Behavioural Sequence Model

A planning tool for IMC that looks at how decisions are made and

the roles people play in the decision process

© Larry Percy

Developing a Decision Model

First determine the stages people go through in making a purchase or usage decision, then for each stage determine:

• Who is involved and the roles they play

• Where it occurs

• The timing of each stage

• How it occurs

© Larry Percy

Generic Behavioural Sequence Model

© Larry Percy

© Larry Percy

Stages should be added, modified, or deleted to suit your specific

target audience,product category, or even brand

© Larry Percy

Possible Decision Stages for Various Choices

Laundry Detergent Notice getting low – Shop – Select Brand – Purchase – Use

Casual Eating Out Need arousal – Decide what ‘in mood for’ – Decide on restaurant from that type – Go to restaurant – Eat

Exterminator Service Need arousal – Identify services – Evaluate services – Decide on service – Contact and schedule service – Evaluate results – Decide on whether to retain service

Wholesale Plumbing Distributor Stocking

Monitor manufacturer and wholesale competitors – Identify items to evaluate – Evaluate items – Contact vendor – Evaluate vendor – Order and stock item – Evaluate sales performance - Reorder

© Larry Percy

Who: The Decision Roles Involved

• An initiator who proposes the purchase or usage

• An influencer who recommends (or discourages)

the purchase or usage

• The decider who actually makes the choice

• The purchaser who actually makes the purchase

• And the user who uses the product or service

© Larry Percy

BSM For Choosing a Snack

Decision Stages

Decision Roles Involved

© Larry Percy

© Larry Percy

Decision Stages

BSM For Choosing a Word Processing SystemDecision Roles Involved

© Larry Percy

© Larry Percy

When we communicate with advertisingor other marketing communication we are

talking to individuals, but asindividuals in a role

Our message must be consistent with that role

© Larry Percy

WHERE: Where the Stage Is Likely to Occur

Some common locations (or situations) for the occurrence of decision stages in the BSM would include:

• home - for media exposure to usage• shopping malls• office - private or sales calls• social occasion• commuting - private car or public transportation• point-of-purchase• phone calls - friends or business• contact with expert

© Larry Percy

Decision Stages

BSM For Choosing a Health Food SupplementWhere the Stage Is Likely to Occur

© Larry Percy

© Larry Percy

Factors to Consider in Each Locationor Situation in the BSM

•Advertising communications or promotion accessibility

•Presence of more than one role-player

•Time pressure (the opportunity to process the message)

•Decision participant’s physical and emotional state

© Larry Percy

WHEN: Timing of the Stage

The time and timing of each BSM stage is important for media planning -- especially scheduling

Overall timing, from the start to finish of the BSM stages generally reflects the buyer’s

purchase cycle for fmcgs

© Larry Percy

Decision Stages

BSM For Choosing a DessertTiming of Stages

© Larry Percy

© Larry Percy

HOW: How the Stage is Likely to Occur

These ‘hows’ for each decision stage in the BSM are vitally important in aiding the formulation

of the positioning strategy for the marketing communication

© Larry Percy

Decision Stages

BSM For Choosing a HolidayHow the Stage is Likely to Occur

© Larry Percy

© Larry Percy

Target Audience Decision-Making Model for a Major Holiday Trip

© Larry Percy

© Larry Percy

The BSM helps set overall communication objectives, and can also help understand:

• the complexity of the target audience

• the complexity of the purchase and usage decision

• opportunities for trade incentives

• the need for multiple messages

• opportunities for unique message delivery

• the likely importance of retail messages

© Larry Percy

DETERMINING

THE BEST

POSITIONING

© Larry Percy

Initial Positioning Decision

Centrally Positioned Brand must be able to deliveron all the benefits of the category

Differentially Positioned Seek benefit different from primarycategory benefit to differential frommarket leader and competitors

© Larry Percy

Options for Positioning Brand Relative to Competitors

Product-Benefit-Oriented Positioning

User-Oriented Positioning •When marketing to specific segment

•When social approval is primary purchase motivation

•In all other cases

© Larry Percy

General Model of Brand Positioning

© Larry Percy

Category Need

Brand Benefit

What is it? What does it offer?

Brand Awareness Brand Attitude

© Larry Percy

Considerations in Selecting Benefits for Marketing Communication

• It is important to the target audience

• the brand can deliver it

• It can be delivered better than other brands

© Larry Percy

© Larry Percy

where:A0 = attitude towards the object

ai = importance of belief

bi = belief about the object

aibi i=1

n

© Larry Percy

Different Aspects of a Benefit

Attribute

Characteristic

Emotion

An objective component of a product (anti-bacterial, no calories)

A subjective claim about a product (easy to use, tastes great)

A feeling associated with the product (excitement, relief)

© Larry Percy

Negative Motivation:

Subjective characteristic without support

Attribute supports subjective characteristic

Emotions related to problem resolvedby subjective characteristic

Motivation and Benefit Focus

e¯ c

c

a c

© Larry Percy

Positive Motivation:

Subjective characteristic leads to emotion

Emotional consequence alone

Motivation and Benefit Focus

e+

c e+

Target audience decision dodel

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