Please enable JavaScript.
Coggle requires JavaScript to display documents.
TOPIC 4 : PLANNING FOR MPR SUCCESS - Coggle Diagram
TOPIC 4 : PLANNING FOR MPR SUCCESS
Elements of MPR process
Objective : determine the desired objective of your efforts.
Target market selection : verify the consumers you wish to influence in order to reach your objectives.
connectors: decide on the media, groups and individual that will be able to reach your target market most effectively.
message : communicate compelling reasons for consumers in your target market to pursue exchange with your organization.
measure : measure the amount of activity generated by selected connectors and the resulting behavior of your target market relative to your goals.
action-oriented behaviours
marketing behavior that include the performance of a specific task, such as trying or buying a product for the first time
continuing to buy a product, casting a vote, visiting a Web site.
attitude
a person's overall evaluation of a concept, a response involving general feelings if liking or favorability.
information-oriented behaviours
behaviours design to make an audience aware of some aspect of given product, usually with the goals of supporting an action based outcome at some point in the future.
consumer decision making process
evaluation of alternatives
purchase decision
search for information
post-purchase evaluation
need recognition
market segment
a group of consumers who respond in a similar way to a given of marketing efforts.
demographics
age, gender, income, occupation, race, nationality
target market
a set of buyers sharing common needs of characteristics that a company decides to serve.
identifiable, accessible, durable, substantial, differentiable
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 groups the idea to buy, actually make their purchase, or used that purchased item.
how consumers influenced by MPR
media consumption by medium
media consumption frequency
reliance on world-of-mouth recommendation
reliance on expert opinion.