Audience Segmentation

Audience segmentation is a process of breaking a large group into segments based on shared properties in order to better analyze response data. This process is frequently done to determine audience reaction toward consumer products, but can also be done to analyze audience data about social concepts and political ideas or candidates. Using audience segmentation, research analysts are able to break down large, often convoluted responses into targeted sections that can inform marketing, product, or media decisions.
Segmentation may be done on a wide variety of criteria. Common categories for audience segmentation include age, gender, level of education, level of income, geographic location and political affiliation. Usually, segmentation is defined using several criteria, such as a segment of women between 18-49. Since a segment like that might include millions of women with widely different backgrounds and viewpoints, psychological and behavioral characteristics are frequently employed to create more specific groups.

Often, audience segmentation is done to create targeted marketing and advertising. If a political candidate seems to be testing badly with women, segmentation based on surveys might show that the true weakness is with single mothers with low incomes. In order to improve performance in this segment, the candidate might need to focus on issues that could be considered important by single mothers with low incomes, such as affordable health care, maternity leave, and tuition assistance programs. These may all be issues that the politician feels very strongly about to begin with, but by highlighting their importance, the campaign may draw a better response from this particular segment.
Though primarily thought of as a consumer product and political device, audience segmentation is frequently used in targeted health initiatives as well.
Though segmentation can be a useful tool, it is not without controversy. Some argue that it encourages marketers to think of people as homogeneous groups rather than individuals. It may also limit creativity in any market, since financiers may be more likely to invest on ideas and concepts that have tested well with certain segments in the past, rather than take a risk on creating an innovative concept.
http://www.wisegeek.com/what-is-audience-segmentation.htm

Importance of Advertising

Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited.

Objectives of Advertising

Four main Objectives of advertising are:

1. Trial
2. Continuity
3. Brand switch
4. Switching back

Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.


Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.


Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.


Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:

1. Advertising is important for the customers
   Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
   
2. Advertising is important for the seller and companies producing the products
   Yes, advertising plays very important role for the producers and the sellers of the products for a business, because
   • Advertising helps increasing sales
   • Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
   • If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
   • Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
   • The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.

Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society

Advertising

Institutional advertising from sami2208

TV ads

Characteristics from sami2208

Textaul Analysis

The perfume advert for the new Gucci perfume brings a brand new genre to perfume adverts this has unrealistic representation of current events. The advert begin with a sort of car chase with a car chasing a motorbike. The scenery around fits in well with a gaming world with the dark colours and the rain this makes it look unrealistic and part of the audiences imagination. Then a blonde woman gets out the car in a black dress she has pale skin she has a sense of sensual towards the audience. Then it shows the man taking off his helmet and it cuts to the two of them in the car together. Throughout the next few seconds it shows the them getting close together. This gives the representation of the of sexuality which can sometimes draw the attention of the audeicne into purchasing or even acknowledging the new perfume brand.
There can be many different ways which this advert can be interpreted such as seeing the fashion and hip culture and sophistication of the advert and the audience wants to be able to live this superficial life. This advert also has a celebrity a endorsement with the actor Chris Evans as the man on the motorbike and this brings fans to the brand product having a celebrity endorsement boosts sales and profits immensely.
Its a perfume for men and woman so at the end when the fragrance comes onto the screen the voice over says "the new fragrance for him" in a male voice and a female voice for the "her" part. The voice over has a sensual sound to it which does attract the audience.

New advert idea (storyoutline)

The song i have decided to use in my TV advert is 'she's so lovely' by scouting for girls. This is a very girly and positive upbeat song that fits and relates well with my chosen idea.

While the beats of the song at the beginning use different shots of things in the bedroom. Representing who the bedroom belongs to and the character she is. Use approximately 5 secs of each shot merged together. Film shots such as:
Jewelry
Make up
Hair brushes
Hair products
Teddies
Photos
When the lyrics start, walk into the room does her make up (use close ups and panning shots)
The beats in the song at 0:38 each beat move a hanger from the wardrobe to fit in with the music. Shots of the girl in each outfit (using loads of fast cuts throughout) "I don't know" when the song starts this section change to shots of putting shoes on and putting on her earrings. Then she walks to her dressing table picks up the perfume and puts it into her bag then walks out of the room and shuts the light. Back to the chorus - shots of the perfume voice over saying frangrance by______ .

Analysis of a case study

An important factor to consider when you are advertsing for a new product or waiting to realse a new brand is making consumers aware of your product so it can boost your profits and sales. Having brand awareness adapts the product as the product may not be successful but may having customer loyalty and that can change the publics perception of the product.

Case Study about 'Snuggies'
When TV commercials for the Snuggie launched in October of 2008, they were difficult to take seriously. For anyone with an extra sweatshirt in their closet, a lounging woman's debate between keeping her arms warm and completing simple tasks like answering the phone or knitting was hardly inspiration to direct-order a $20 sleeved blanket. And by the time the ad showed an entire snuggie-clad family cheering at a sporting event, some viewers were too busy laughing to pick up the phone. 

But when four million Snuggies were sold in four months, the Snuggie's creator, Allstar Products, had the last laugh. Within months of its introduction, the Snuggie transformed from a virtually unknown product into a pop culture phenomenon, appearing on The Today Show, referenced on hit TV comedy 30 Rock, and featured in the tabloids. Hundreds of Facebook groups and YouTube parodies spread awareness and boosted sales.
"Once we got people talking, it turned into a great product," says Scott Boilen, Allstar Product's CEO. "It was almost like why wouldn't a blanket have sleeves?"

Today, more than 25 million Snuggies have been sold, making the brand an exemplar for one-of-a-kind products seeking mass consumer acceptance. With tens of thousands of inventions conceived each year, turning an innovative new product into a consumer staple isn't easy. It requires creativity, ingenuity, and persistence to break into a market and convince consumers they need something that never existed before. Follow the example of the Snuggie and other successful products to make your own invention into a sensation.
Analysing this case study has opened up my mind into looking at how products can have boosted sales by being popular with the public and audience.

Marketing

There are many things to consider when marketing for a new product that is in the process of being released.
First, define your market as accurately as possible so you have a deeper understanding of exactly who you're selling to.
The next idea you need to consider is creating a sales plan and that typically, should include the following:

• Sales goals: These goals should be specific and measurable, not something like selling a million units. Base them on the nature of your product and try to break them down into manageable parts. .
• Sales activities
• Target accounts: Your sales plan should also include the accounts you want to sell to. If it's end-users, for example, plan how you're going to reach them through eBay, classified ads.
• Time lines: Put dates to all of the above elements so you can define your steps within a realistic time line. Don't forget that your time lines should be fluid--if you're underachieving, your sales plan can help you figure out why and find a solution to be able to correct the steps and the actions you many need to take.

TV advert analysis

The advert I have decided to analyse in this post is the Boots Christmas advert where there are different situations about being with the one you love or general family occasions together. The first scene is of a women and what it is seemed to be her two daughters giving her a present consists of make up then her daughter says "let's get you back out there mum" which is a comment of encouragement. The next scene is of a man giving his girlfreind a present which she already has but stating "want to stay at mine more often" using these different situation with different families helps to audience relate to at least one of these, which makes that connection between the two.

The conventions of this TV advert are that they use fast cuts and tell a narrative story through the advert which draws the audiecne into watching it more. There is a catchy and matching song within the advert which makes the advert seen peaceful and relaxed.
This advert relates well with the occassion it is portraying special family time at christmas and gives you a sense of closeness and happiness. There are many visuals that fit in and relate well with the lyrics of the song as the chorus of the song starts "Are you ready for love" visuals of families smiling and laughing and hugging together. Looking at people having fun on the screen and seeing how much happiness they have recieving these presents makes the audiecne want to do the same.