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TOPIC 4 : Planning On MPR Success - Coggle…
TOPIC 4
:
Planning On MPR Success
Elements of MPR Process
Connectors
Choose media, groups and individuals effectively
Message
Provide clear contact which customers in the target Market to pursue exchanges with your organization.
Target Market Selection
Verify the consumers you wish to influence
Measure
Measure the amount of interaction produced by the chosen connectors and the resulting target market behavior relative to your goals.
Objectives
Determine the desired objectives of your efforts.
Things to Do After
Seeing The Advertisements
Attitude
a response involving general feelings if liking or favorability.
Information Oriented Behaviors
the result of multiple behavioral consumer buying from certain products. E.g: shown in pie chart this company X is doing better than company Y
Action Oriented Behaviors
the performance of a specific task. E.g: casting a vote, thinking of trying/buying a new product
Consumer Decision-Making Process
Evaluation of Alternatives
comparing with the other brand/product/services/organization available out there : no matter in terms of price or good services given and more
Purchase Decision
is it best for me to purchase it alone or should i combine? : re-evaluate before finalizing to purchase it
Search for Information
getting in-depth with the brand/product/services/organization
Post-Purchase Evaluation
results after purchasing/receive the brand/product/services/organization stuffs.
Need Recognition
Is it the brand/product/services/organization is recognizable?
WHAT IS IT?
MARKET SEGMENT
A group of consumers who respond in a similar way to a given set of marketing efforts.
TARGET MARKET
A set of buyers sharing common needs of characteristics that a company decides to serve :
Substantiable
Durable
Accessible
Differentiable.
Identifiable
Demographics VS Psychographics
Demographics
Income
Occupation
Gender
Race
Age
Nationality
Psychographics
Social Class
Lifestyle
Personality Characteristics
Benefits
A behavioural segmentation that groups buyers according to the different benefits they seek from a product.
Occasion
A behavioural segmentation that groups buyers according to when they get the idea to buy, actually make their purchase,or used the purchased item.
How are consumers influenced by MPR?
Reliance on word-of-mouth recommendations.
Media consumption frequency.
Reliance on expert opinion.
Media consumption by medium.
